Our History

Alterna Cremation Ltd. is a woman-owned and operated business transforming the funeral industry. In 2018, Ashley Newton took a bold step, leaving her dream job and comfort zone at one of Winnipeg’s largest funeral homes to pursue her vision. In 2019 Ashley single-handedly established one of the first direct cremation services in Manitoba. Even the birth of her first child in 2021 death of her mother overseas in 2022 did nothing to derail her mission to become the owner of one of Winnipeg's top funeral homes. 

Today, she continues to be focused on delivering respectful, empathetic service to the families she serves, who are often experiencing one of the worst moments of their lives. We are proud to confidently and expertly guide our families through the next steps with no added sales pressure. 

With innovative offerings such as online funeral arrangements, virtual memorials and even in-house custom laser engraving, Ashley had made a distinct mark on the industry. 

What began as a one-woman mission has evolved into a compassionate team of three. Each year, Alterna Cremation serves 350 families who have experienced a loss, making them one of Manitoba’s busiest funeral homes. 

<< BACK