Inside Beverly Hills fertility: a bespoke maison model
Inside Beverly Hills fertility, IMA ART Fertility runs a founder-led “Fertility Maison” that personally oversees IVF, surrogacy, donation, and related specialists. Co-founded by Michelle Tang and Ron Sonnenberg, the firm is neither a clinic nor a traditional agency—it adds discretion, continuity, and governance to family building.
Key Takeaways
- IMA ART Fertility is based in Beverly Hills and was co-founded by Michelle Tang and Ron Sonnenberg.
- The firm is not an IVF clinic or traditional surrogacy agency; it provides founder-led oversight across the journey.
- Its “Fertility Maison” model stresses bespoke service, discretion, time, and personal engagement.
- A parallel “Fertility Family Office” concept aims to bring stewardship and continuity across specialists and jurisdictions.
- When clients or surrogates travel to California for medical milestones, the founders often accompany appointments in person.
What is happening inside Beverly Hills fertility care?
For families and individuals navigating assisted reproduction, the challenge often reaches beyond medicine alone. IVF, surrogacy, reproductive law, donor arrangements, insurance, and clinical psychology can involve many independent professionals, each handling only one piece of an intensely personal process.
IMA ART Fertility was built on a different premise: someone should personally engage with and oversee the entire journey. That positioning is detailed in a Robb Report Studio profile of the firm’s white-glove approach.
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How does the Fertility Maison model work?
The “ART” in IMA ART stands for assisted reproductive technology, and the firm says no two paths to parenthood are identical. It works across fertility and surrogacy—including IVF, embryology, egg and sperm donation, and fertility preservation—bringing together leading specialists while staying personally engaged.
Tang’s background includes more than a decade in governance, risk, and compliance at institutions such as UBS Wealth Management, Natixis, and PwC. IMA ART applies those accountability principles as “Fertility Governance,” aiming for more structure, foresight, and responsibility when care would otherwise fragment across providers.
“Luxury in fertility is about time, access, discretion, and knowing that someone is personally engaged and available for the journey as a whole,” Tang says.
Rather than replacing physicians, reproductive attorneys, clinical psychologists, or other specialists, the firm works independently with each of them. Tang and Sonnenberg remain personally involved, extending coordination into founder-led stewardship.
Why call it a Fertility Family Office?
IMA ART also describes itself as a Fertility Family Office. Sonnenberg argues that family offices have long protected what families have built, yet how a family creates its next generation lacked a formal answer—and that IMA ART is positioning itself as that answer.
The analogy is less about wealth management than responsibility: oversight and continuity across complex affairs, including journeys that may span multiple jurisdictions, specialists, and highly personal considerations.
Beverly Hills is presented as a fitting home for the Fertility Maison. When clients or surrogates travel to California for key medical milestones, Tang and Sonnenberg are often present—arranging schedules, accompanying appointments, and keeping days defined by medicine from feeling purely transactional, whether through a carefully selected hotel, a private meal, or time away from the clinic.
“A family office protects what previous generations created,” Sonnenberg says. “A Fertility Family Office helps create the generations that follow.”