Our journey there began with walks through old cemeteries and conversations about the rituals surrounding a loved one’s farewell.
The initial idea was to explore funeral services more closely. We decided to combine the interesting with the useful.
In this picture, in 2019, we received certificates for a successfully defended business plan to set up a funeral parlour as part of our entrepreneurship training.
In 2020, we were in negotiations to acquire a funeral home in Tallinn.
Life paths are often unpredictable. In 2021 everything changed.
Unexpectedly, Prenden’s grandfather, Matti Noogen, passed away, bequeathing his ancestral home in the heart of Saaremaa. It was time to decide what to do next. Saaremaa did not need a new funeral parlour.
Our ancestors’ legacy is invaluable, and today we carry it forward as the fourth generation at Luha Farm.
In 2020, Prenden and Triin studied the trend in the Estonian conventional sector as part of her thesis at Tallinn University Haapsalu College. We set the goal to design a new funeral pyjamas for the trendier direction.
This sketch captures one early conceptual exploration, followed by product development through to 2025.
All of this shaped our vision: to bring fresh thinking to the field of ritual and tradition, and to offer solutions that connect ancestral heritage with a contemporary sensibility.
In doing so, helping loved ones to honour their dear ones with dignity.
WURN is a conscious choice to value local resources, both in materials and in skills. The historical image shows the flock at Luha Farm.
We use renewable raw materials sourced as locally as possible from our own community, supporting small-scale producers and helping to keep traditional skills alive.
We also do our utmost to involve local craftsmanship in our processes, whose quality and care we know first-hand.
This approach allows us to maintain a shorter supply chain, ensure greater transparency, and strengthen the connection between people, materials, and nature.
WURN offers a unique approach to remembrance, where time-honoured natural materials create a sense of safety and calm.
The “Nordic Soul” collection has been thoughtfully developed. Around 350 people were involved in the product development process.
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This is our story.