The loss of a loved one is perhaps one of the most traumatic things a person can experience.

When it comes to memorializing someone after their death, most people think of planning funerals and/or picking out caskets or tombstones. And those things are typically done with the help of a funeral home.

This past year and a half has confronted us all with death one way or another as the COVID-19 pandemic took the lives of more than 4 million people worldwide. But while tech has innovated and modernized almost every stage of our lives, it has barely touched the deathcare space, which is projected to hit $200 billion by 2030. Back in 2017, a small startup called Eterneva was founded to offer grievers a more joyful way of remembering their loved ones by turning the ashes into diamonds. Today, the Austin, Texas-based company announced a $10 million Series A to further its very unique mission.

Adelle Archer, co-founder and CEO of Austin-based Eterneva, hopes to turn the startup into the first "deathcare" unicorn. The company is helping Americans change how they grieve, especially in the wake of the deadly coronavirus pandemic.