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Valery Guyot-Sionnest had a successful and envied career in the world of luxury, from cosmetics to fashion to hospitality, as a Communications Director for leading groups such as Estée Lauder and Barrière. Today, she reinvents an industry that is as muted as it is essential, the last farewell to loved ones. Meet a remarkable person who embraced a bold change of career and made it her mission to be a precious ally to families when they need it most.

Why such a bold change of career?

I was born an organizer, this is what I do. I’ve taken care of all of life’s events, now I’m taking care of the last one. The decision was both linear and mission-driven. I have been a Communications Director most of my adult life. It’s a job that already existed. As a Funeral Planner, I am breaking new ground. I feel like a warrior and a missionary. This profession is known in the USA and in the Northern Europe countries, whereas it is quite new in France.

What motivated you?

First, I believe that a 50+ years old Director of Communication is irrelevant. Secondly, the human factor has guided me all my life. The last tribute to a person is fundamental. It is a one-time event. There is no possible rehearsal.

I embraced this new change of career with a sense of mission combined with business ambition. I had this idea for a long time. What makes one farewell ceremony different from another? People. Every human being is unique. Every last tribute has to be unique as well.

Most of us are afraid of death. In the Western world, when we lose someone, it is a disaster. I am aware that I am touching on a real taboo. During the pandemic, families could not attend funerals. I, therefore, organized video recordings of funeral ceremonies. It is a very delicate work, which requires two professional cameramen for a high-quality rendering. We have to respond to all situations and sometimes to very specific requests.

Faced with an inanimate being, empathy comes first, a deep concern for the person. It’s also a race against time. My job is to think quickly and take flawless action on very short notice. A wedding planner has six months to prepare. I have three days.
I take care of families of various faiths, sometimes multi-religions. I quickly understand the situation. I work without a safety net. At my age, it suits me well!

How did your change of career go?

I took 240 hours of training on topics including legal, religion, civil ceremonies, police, and cemetery regulations.

While I was taking the course, I kept running my communication agency. There were intense moments. One day I was in charge of a Muslim funeral. The same evening, I was organizing a lingerie catwalk show. It was challenging. In the funeral business, you have to be very flexible. I went looking for the right energy.

My goal was to be acknowledged by the profession. I started by setting up a company with partners, but it did not work, so I had to change the structure of my business. Today, I am backed by Funecap, the 2nd largest funeral group in France. I will continue to develop my partnership with the group, and expand my reach in Europe.

I have an exciting project, to develop a Funeral Planner module within the training academy, to share the concepts and the best practices with a new generation.

I am making a film about the construction of a chapel ordered by a family, in tribute to a loved one. Eighty professionals, representing seven different trades are at work. Again, the human factor is at the heart of this project and I am very proud to contribute.

I also work on more accessible concepts. Many people ask me for a “simple” ceremony. But this notion means something different for everyone. All lives are unique and deserve to be celebrated.

What did you learn about yourself?

I continue to learn from each family. These encounters give me 250% more life energy.

It’s a wonder. Living in service to others gives me a purpose. Should I have done it before? I don’t think so.

I’m not interested in retirement. My partner and I have raised eight children (four each). My professional life is humanly rich, infinite, and magnificent, even though the emotional load is sometimes heavy.

This career change did not change me. It improved me. I experienced my mother’s death with serenity and peace of mind. I am closer to my truth.

In my work, I am very attentive to the well-being of families. I am particularly attuned to children. I find solutions that are both creative and technical. I care for them. This goes through simple things: Did you sleep? Did you eat? I try to restore a daily routine for people who feel lost.

Your advice to those who want to embrace a second act?

When you get close to retirement age, you realize that you still have a lot to do. You have to go for it, and at the same time, adopt the strategy of taking small steps. During a change of career, you need perspective, empathy, and a business mind. In the beginning, I launched myself into a partnership which proved to be a bad experience. It didn’t stop me. I moved on quickly. I have a great energy that pushes me forward.

6. The only approval you need is yours

Beautifully expressed by Amanda Gorman, the need for approval is one of the most common hurdles that may stop you in your momentum. The minute you share bold, ambitious dreams for yourself, you will see a number of red flags raised around you. Well-intentioned, loving people in your life will instantly reject the idea that you may get lost in ambitious and risky projects. They want you safe, and the status quo is largely safer than… anything else. Red flags will come from all directions. Colleagues, friends, and family members may sense an unavowable pang of jealousy at your renewed aliveness. Don’t take it personally, don’t be impressed.

7. Big dreams don’t make you a dreamer

The biggest red flag, though, is in yourself. It is cultural. People with dreams are dreamers. Dreamers are no achievers. This idea was drilled in your subconscious at an early stage, and you will find it, sure enough, on your way to a new career. Don’t buy the simplification. Rather engage in honest exploration: What is really important to you? What does your future, the one you crave, look like, taste like? What is your own definition of success, from now on? Does it encompass every aspect of your life? Does it bring value to you and the people around you? What would be the markers of your future success? The more aware you are of what you really want and why, the most enticing your vision is, the better. As the genius dream architect Walt Disney said: “If you can dream it, you can do it”.

8. Luck is when preparation meets opportunity

How many times this week did you hear yourself say “She is so lucky, to get this job” or, about yourself “I was lucky to meet this person”. By default, we tend to attribute good things happening unexpectedly to luck, whatever this word means. Abundant scientific literature shows that lucky people have their own way to attract luck, in doing two things: They put all the chances on their side, and they open their senses 360° to allow happy coincidence to happen. If you want to share a fantastic business idea with a very searched after person, you may want to make sure this idea has value for the person, refine and rehearse your pitch until it is irresistible, get all the intel you can about where this person may be hanging out, and keep in mind that if your idea is truly great, it will find its way to the real world. With or without this person.

9. It is so cool to go back to school

A current cause of stress for career transitioners is the necessity to get extra training. Will you be able to learn as fast as you used to? Is your brain capable of memorizing new knowledge? How awkward will it feel to sit on a school bench at your age? What will your ex-colleagues think? How will you cope with homework, supervision, and exams? Most likely, all of these fears will materialize. Yes, you will feel intellectually rusted. Yes, you will have to deploy your best efforts to catch up. Yes, it will feel awkward sometimes. Yes, some well-intentioned peer will ask what the hell do you expect, getting back to school at your age. And yes, homework sucks. But the reward is invaluable. Your decision to be a student again is a gift you offer to yourself and an investment in your future. The process is fun too. Learning has its own way to pump up your spirit and upgrade your self-image.

10. You will never look back

Maybe the most important thing I which I had known is that there is no way back. More accurately, there is no desire to go back to square one. You are a creature of movement, like all living creatures in this world. The journey towards a fulfilling second act of life is bumpy and interesting. We talked about the inner reward of learning, and learning comes in many different ways. Questioning the status quo makes you more alive. Taking bold moves towards work and life that you love triggers renewed energy. And keep in mind that you might well become a source of inspiration for other people’s own journey into transition.

If you missed part 1 of this article, you can read it here.

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A Bold Change of Career: On a Mission to Celebrate All of Life’s Events