Uncovering Stafford’s Hidden Gem – Primrose Cottage

Finding the perfect premises for Love’s Independent Funeral Directors had been difficult – we found spaces that were too small, inappropriately proportioned, in unsuitable areas or just not right! That was until we came across Primrose Cottage.

Known to many as Jackson’s Fruit and Veg store, Primrose Cottage was built in 1610 and has been a prominent part of Stafford’s historic town centre ever since.

A Funeral home, in a listed, 17th century building with a charming thatched roof. This started to feel like the start of something special…and it was!

A deal was secured and we set to work to produce a modern, welcoming funeral home. Despite delays from the Pandemic, the team worked tirelessly over days and months and the most beautiful funeral home evolved.


We believe that the funeral industry should be open and accessible and have created a clean, bright and welcoming atmosphere for our visitors.

Internal shot of the reception of Love's Independent Funeral Directors.

The Primrose Suite

A calm & relaxing space with a contemporary & warm feel, providing the perfect environment for families to discuss their loved ones needs

Woodlands Rest

A private, beautifully designed space where we invite loved ones to spend special moments before their final goodbye. Woodlands Rest is also equipped for family and friends to gather for a small intimate funeral service if they so wish.

Chairs and a coffin inside Woodlands Rest in Love's Independent Funeral Directors
Love's Independent Funeral Directors on a sunny day in Stafford

Grade II Listed

First built in 1610, Primrose Cottage has been sensitively restored to retain it’s identity and charm within Stafford Town Centre. 

Take a look at our virtual tour to see the home of Love’s Independent Funeral Directors.