Cars, stationery, dishes, towels--just when you thought there was nothing left to personalize, we've discovered a final (resting) place for consumers to distinguish themselves. WhiteLight's Art Caskets are personalized caskets (priced at less than $3,000) that display, for example, a landscape painting or a laminated version of the Irish flag. Guess it's one way to express yourself in the great hereafter.
This article was originally published in the August 1999 print edition of Entrepreneur with the headline: Strike It Niche!.
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