Michelle Tang and Ron Sonnenberg, the duo behind IMA ART Fertility, sought to build something they hadn’t yet seen for those seeking surrogacy or fertility treatments: a white-glove concierge experience for discerning clientele. They developed a luxury suite of services that span from connecting prospective parents with the finest fertility professionals to coordinating medication delivery to fostering a relaxing journey and minimizing the stress that comes with a highly technical and deeply emotional process. Thus, their tailored haute fertility maison was born.
Photography provided by IMA ART Fertility
“We bring something really unusual to the fertility concierge space, which is somewhere between an IVF clinic and a surrogacy agency,” says Sonnenberg. “The number of pieces to the puzzle that have to fall in place for a success is just wild. We want our clients to focus on the number-one job at hand, while Michelle and I handle the logistics: transportation, where to stay, what to eat, medication drop offs or even picking them up at the airport, anytime — day or night.”
Based in Beverly Hills, the pair blends Sonnenberg’s background in logistics with Tang’s expertise in governance, risk and compliance to craft an unorthodox but powerful formula for helping high-net-worth individuals create their family of their dreams.
“When people arrive on our doorstep many are upset,” Tang explains. “They’ve been trying to build their families, but for one reason or another, they’ve been unable to. Being there for them with hands-on, white-glove support — not virtual support — is unheard of in the industry.” Clients are consistently blown away by the time and energy Tang and Sonnenberg pour into each client, starting with phone calls answered by a human being.
“If you go to an IVF clinic, the reproductive endocrinologist may spend 30 minutes with you,” Sonnenberg continues. “Our time with our clients is virtually unlimited. We get to know them on a very deep and personal level. And that’s as much on the client side for those seeking fertility treatment as it is for the surrogates who are seeking to provide services to anxiously awaiting parents.”
They understand the intricate ins and outs as well as the emotional and financial stakes of such a process. “All the pieces of the puzzle have to be aligned at the right time, at the right place,” he says. “If you miss an injection in the morning or evening, your whole cycle might be gone, and you have to start all over again.” That’s where the IMA ART Fertility team’s attention to detail helps eliminate stress. “We have to constantly be thinking ahead and to the left and right of what we need to do to make the journey for our clients as seamless as possible.”
All the magic comes together right in Beverly Hills, where the pair has curated an extensive network of leading professionals, including endocrinologists, reproductive law attorneys and clinical psychologists, plus related concierge services to make sure each step goes exactly to plan. The message has resonated: Clients come to experience their bespoke fertility care from all over the U.S., as well as far-flung corners of the globe: Canada, Dubai, India, Japan, Monaco and more.
“We want to have the personal touch,” Sonnenberg shares. “Everyone else is going to find ways to cut costs — with chatbots, outsourcing, different assistants — but we don’t think that’s the right way to approach something as personal and emotional as building a family.”
