Death-Care Industry Confronts an Existential Crisis

Challenges Facing Family-Run Memorial Businesses in the U.S.

For nearly a century, John Dioguardi’s family has been running Rome Monument in western Pennsylvania, crafting custom headstones and memorial markers. The business, known for its traditional burial markers, has become a staple in the region, representing both craftsmanship and family legacy. However, recent years have brought mounting challenges that threaten the survival of the business and similar small, family-run companies across the U.S.

One of the main pressures has been the rising trend of cremations. As more families opt for cremation over traditional burials, demand for conventional grave markers has declined. Dioguardi has spent over a decade trying to adapt to this changing market, exploring ways to sustain the business while honoring its long-standing traditions.

In addition to social shifts, economic pressures have intensified, particularly in the form of tariffs. President Donald Trump’s broad and steep tariffs on imported granite, a key material for headstones, have significantly increased costs for companies like Rome Monument. Granite is sourced globally, and these tariffs have raised the expense of importing the stone necessary to maintain production quality and meet customer expectations. Dioguardi acknowledges the uncertainty these tariffs create, noting, “I hope this all works out. I have no idea if it will.”

Rome Monument is part of a larger network of small, family-owned memorialization businesses that face dual challenges: changing consumer preferences and rising costs. These blue-collar industries are caught in a broader struggle to survive social, political, and economic shifts that disrupt traditional operations. The rise of cremations and the imposition of tariffs are particularly impactful because they directly affect the core products and production costs, putting family businesses in a precarious position.

As trade relations fluctuated, particularly between the U.S. and China, Dioguardi took decisive steps to protect his supply chain. He moved two-thirds of his granite sourcing from China to India, where tariffs remained relatively lower for much of the year. Some types of granite, such as India’s multi-colored aurora granite, are only available in certain international regions, making global sourcing essential for maintaining product variety and uniqueness. Despite these adjustments, bringing production back to the U.S. remains prohibitively expensive due to higher labor costs, further complicating business operations.

The financial impact of tariffs is evident across the industry. For instance, in September 2024, Milano Monuments’ Jim Milano paid approximately 29% in customs duties and taxes on a container imported from China. Within a year, that rate nearly doubled to 59%, illustrating the unpredictability and economic strain imposed on memorial businesses. These added costs force small companies to continually reassess strategies for sourcing, pricing, and maintaining competitiveness, often under tight margins.

Dioguardi emphasizes the importance of unique granite offerings in differentiating products and sustaining the business. He notes, “God gave the different parts of the world certain yummies. We have nothing like that in our country,” highlighting how international materials contribute to both aesthetic appeal and market distinction.

In summary, family-run memorial businesses like Rome Monument are navigating a period of profound uncertainty. Social trends, particularly the shift toward cremation, are reducing demand for traditional burial markers, while tariffs and global trade dynamics increase operational costs. To survive, companies must adapt through strategic international sourcing, careful financial planning, and innovation in product offerings. The combined pressures of societal change and economic policy illustrate the fragility of this specialized industry and the resilience required for long-standing family businesses to endure in an evolving market.