“Closure.” It’s one of those psychobabble words I’ve grown to dislike over the years, because it implies that one can easily cut away challenging, weepy parts of their past like cookie dough and bury them neatly in a little box…forever. God forbid something pops up after the divine moment when the Closure Fairy flutters down and sprinkles her closure dust—then one may just have to admit they are human.
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As it turns out though, “closure” is still hot and a few brilliant marketers out there recognized it as a commodity that boomer divorcees might snatch up as they ceremoniously bid farewell to bad marriages. Despite its weird factor, a new product has really hit the closure nail on the head, or maybe I should say, put a final nail in a tiny coffin.
For $30 a pop, a sage boomer who wants to let go of the past can now purchase a miniature mahogany Wedding Ring Coffin made by Jist Enterprises, LLC, complete with “brass handles” and a “black velvet lining that sets the ring off nicely” if the divorcee opts for an open casket. But according to Iconoculture, most mourners “don’t actually bury the coffins” (surprising when you consider they house platinum and gold). Instead, the divorcee can gleefully share the sentiments of not waking up with their nutty husband or wife each day by getting engraved or personalized plaques on the coffins, such as “Six feet isn’t deep enough” or “She never learned to play golf”…scared?
Clearly there are a lot of Americans with time on their hands and a few extra pennies in their pocket. And whose to blame them for wanting to part nicely with their past?
For marketers this serves as a revelation: the wedding industry is a gloriously profitable one. Why not create a divorce industry—tailored to boomers who are going through the difficult but ultimately freeing divorce passageway and might appreciate a little levity. After all, it’s good to bury the hatchet.
Amanda Sobanet