DEATH is a grim business but, as the undertakers are fond of saying, there will always be demand for it. With the boom in the pet industry over the past decade, some Gwent entrepreneurs are ensuring that deceased pets get the same lavish attention they enjoyed during their lives.

Builder Steve Drew has hit on the idea of mixing ashes of people or pets in with concrete to create lasting 'ashes' memorials.

Steve has a catalogue of hundreds of mould designs, including statuettes of animals, bird baths, flagstones, gate posts and even sundials.

The 39-year old father from Bassaleg said: "I lost both my parents in the last few years and I've realised that it's very limiting what can be done with the ashes.

"If ashes are scattered they can never be retrieved, and likewise if they are buried. Some people feel that if they're scattered then they are lost, and they'd rather have a memorial.

"Our products are a more discreet way of displaying ashes than an urn. The true meaning of a statue may be known only to the owner."

He plans to buy the moulds in as needed and make the casts at his works unit in Pill and is looking at employing an assistant.

He has already filled five orders - two for humans and three for pets - and said each piece takes around five hours to create.

A bird bath or sundial would cost around £240. The same item in a garden centre, mass produced, would be around £100.

He said: "When I first tell people about it it usually generates a bit of laughter. Some might find it morbid but a lot of people get comfort from it.

"But If I ended up in a sundial I would be quite happy. When I'm gone I'm gone. If my children got comfort from a bird bath or flower pot then I would be more than pleased. People are too busy dealing with their loss at first.

"It's often not until a year after a death that people start to think what to do with the ashes of a loved one. Often these things end up under the stairs." He added: "The moulds cover many species of dogs and cats in several poses. Even if there weren't a mould we could get something custom made, using a photograph.

" It could be from 10" high to as big as I can get in my workshop.

"I've heard of people making statues that have a cavity inside for ashes. But as far as I know I'm the first person to mix the ashes with the concrete. "I tried to get the concept patented but I couldn't do it, because the end result, looks no different to a regular cast."

Chris Young, IT adviser with Newport and Gwent Enterprise, helped Steve to build his website, www.statuesofremembrance.com and Newport council gave him £250 towards it.

Mr Young said: "We're looking to market the website and focus on pets first. Once it's linked into the major search engines it should get a lot more interest.

"This product could go anywhere in the world and could be very popular in America."

Likewise, Debbie Williams, owner of Summerleaze Pet Crematorium in Redwick, said the concept had huge potential.

Her own niche business has grown tenfold in the 15 years since she started.

She added: "People have always wanted services like these for their pets and they're becoming more aware of what's available."

Summerleaze handles up to 100 private cremations a week, and several mass cremations for animal shelters, vets and the RSPCA.

The rural business has nine employees and is looking at offering some form of service, with a vicar for the animals.

Ms Williams said: "I think Mr Young's idea could be popular. People are very emotional about their pets. As long as he manages to inform people about it there might be a big market for it."

Ms Williams, a former sales executive with Alcan and a valve manufacturer, is adding ornate automatic iron gates to the property this year, to add to the sense of ceremony.

The foot and mouth disease outbreak and changes in the law to the burial of horses strengthened the niche for Equine Farewells, who offer UK coverage and service Gwent with two South Wales crematoriums.

Caroline Swanson founded the business over two years ago and now has a dozen contractors to collect and dispose of horses.

"We take a lot of the hassle out of a difficult and traumatic time. We also offer a free euthanasia service for sick horses."

As all three businesses look at vibrant ways of diversifying and creating new ideas for memorials, it seems that the pet death industry in Gwent is not content to rest in peace.