By Kamen Netsov, CEO of Nebesna Funeral Homes, Bulgaria

In 2025, what defines a true funeral industry specialist? At Nebesna Funeral Homes, we believe the answer lies in a blend of emotional intelligence, operational precision, ethical commitment, and public responsibility. Funeral service is not just a vocation – it is a public trust. In Bulgaria, where the sector remains largely underregulated, we view professionalism not as a privilege, but as a necessity.
Founded in 1999, Nebesna operates from two permanent locations in Sofia and Ruse. We have supported thousands of families with 24/7 care, and we remain committed to setting the benchmark for quality and integrity in Bulgaria’s funeral industry. In a field that is often invisible, we have chosen to be present – openly, publicly, and responsibly.

Making the Invisible Visible

Funeral work is traditionally quiet, even hidden. But that invisibility can create confusion, misinformation, or even exploitation. That’s why Nebesna has embraced media and digital engagement – not for promotion, but for advocacy. Over the past year, our philosophy and services have been featured by Nova TV, Darik News, and Telegraph.bg. Stories such as “Funerals on TikTok – Tradition Meets Digital” and “Nebesna: The Face of Quality Funeral Services in Sofia and Ruse” have helped us reach the public with a clear message: grief deserves dignity, and funeral professionals must be held to high standards.
Our media presence is not about marketing – it is about transparency. We speak openly about grief, explain funeral processes, and promote ethical choices. This visibility helps inform families of their rights and responsibilities, and it encourages healthier public conversations around death and mourning.

Standards and Training in an Evolving Industry

In a legal environment still catching up to European norms, we have voluntarily implemented internal protocols inspired by European Standard EN 15017. All team members at Nebesna undergo continuous professional development. Our facilities adhere to strict hygienic and technical standards. Our vehicles are certified. Our documentation is transparent. These are not extras – they are essentials.
Education and quality control form the backbone of modern funeral professionalism. In our view, a competent funeral specialist is one who not only performs duties with precision but also operates within a framework of clear ethics and accountability.

The Role of Digital Presence in Deathcare

Digital funeral content remains controversial, but we believe that when done with empathy and care, it plays a vital role in modern deathcare. At Nebesna, our presence on Facebook, Instagram, TikTok, and YouTube is an extension of our mission. Short-form videos help explain processes, guide families, and represent our field as a legitimate, honorable profession. 
Being a funeral professional today means being both a caregiver and a communicator. There is no contradiction between compassion and communication. If ethical professionals remain silent, others will shape the public narrative – often without the necessary sensitivity or knowledge.

The Future is Visible, Ethical, and Human

Today’s funeral specialists must be more than organizers of ceremonies. They must be educators, advocates, and visible leaders. At Nebesna, we are proud to be part of this evolution in Bulgaria: a country where the funeral profession is beginning to speak clearly, act responsibly, and embrace its modern role with dignity.
As I see it, a true funeral professional combines technical competence, emotional understanding, and the courage to be publicly accountable. We serve with compassion but we also stand up and speak out. Because visibility is not a trend - it is a duty.
 

More inspiring articles on what defines a funeral industry specialist today and whether funeral professionals can, and should, become digital influencers you will find in THANOS magazine 3/2025