Our Story | The Origins of
IMA ART Fertility
Personally Led by Our Co-Founders
IMA ART remains closely identified with the individuals who established it.
Michelle Tang | Co-Founder & Chief Executive Officer
Michelle's experience with infertility and pregnancy loss remains an important influence on IMA ART's philosophy.
As Chief Executive Officer, she is personally engaged in client relationships, surrogate selection and the coordination of sensitive matters throughout the fertility and surrogacy process.
Ron Sonnenberg | Co-Founder & Creative Director
Ron's international perspective, research and personal experiences helped shape IMA ART's identity, operating principles and approach to private clients.
He remains directly involved in client and surrogate relationships, strategic decisions and the development of the Maison.
Learn more about IMA ART's Co-Founders.
IMA ART Fertility was founded by Michelle Tang and Ron Sonnenberg following their own experiences with infertility, pregnancy loss and the complexities of reproductive medicine.
What began as a deeply personal experience ultimately shaped a different approach to fertility and surrogacy: one built around individual responsibility, informed decision-making, discretion and the direct involvement of the people entrusted with each family's journey.
Today, based in Beverly Hills, California, IMA ART operates as a private Fertility Maison, providing principal-led fertility advisory and surrogacy concierge services to individuals and families in the United States and internationally.
Michelle Tang CEO & Co-Founder IMA ART Fertility
A Personal Beginning
Before establishing IMA ART, Michelle Tang experienced firsthand the emotional and physical challenges of infertility and pregnancy loss.
Her experiences involved difficult decisions, medical uncertainty and the realization that fertility care extends well beyond clinical treatment.
Together, Michelle and Ron came to appreciate the importance of having someone who understands not only the medical process, but also the emotional, practical and personal consequences of decisions made along the way.
Their eventual experience of parenthood brought a new perspective to those earlier challenges.
It also raised a question that would become central to IMA ART: how might fertility and surrogacy be approached differently when the individuals responsible for guiding a family remain personally engaged throughout the process?
From Personal Experience to IMA ART
IMA ART emerged from the conviction that complex fertility journeys require more than access to respected physicians, clinics and service providers.
They require continuity, judgment, coordination and accountability.
Michelle's personal experiences informed the human dimension of IMA ART, while Ron's international perspective and research into reproductive medicine, surrogacy and differing legal frameworks contributed to the development of its broader approach.
Together, they established a model in which the principals remain directly involved in the relationships, decisions and practical challenges that arise throughout a fertility or surrogacy engagement.
The intention was not to replicate the structure of a conventional fertility concierge or surrogacy agency, but to create a more personal and deliberately limited practice.
Beverly Hills, By Design
In 2022, Michelle and Ron established IMA ART's presence in Beverly Hills, California.
The location was a deliberate decision.
Beverly Hills and the surrounding Los Angeles area provide access to established reproductive endocrinologists, embryology laboratories, specialist physicians, reproductive attorneys and medical institutions.
For IMA ART, geographic proximity serves a practical purpose.
It allows the principals to be physically present for important appointments, participate in relevant discussions, to personally support surrogate screening and embryo transfer arrangements, and coordinate directly with the professionals responsible for different aspects of a family's care.
This proximity is particularly meaningful for private clients living outside California or internationally, whose fertility journeys may involve multiple medical, legal and logistical considerations.
A Fertility Maison, Not a Conventional Agency
IMA ART's philosophy is reflected in its operating structure.
Rather than building a high-volume practice, IMA ART deliberately limits the number of engagements it accepts.
This allows Michelle and Ron to remain personally involved, from initial consultation and planning through the relevant stages of fertility treatment, surrogate selection, pregnancy and birth.
The principals work alongside independent medical, legal, psychological and other specialists, helping clients understand decisions, manage complex arrangements and maintain continuity between professionals.
The distinction is not simply one of access or convenience.
It is a question of who remains responsible for the relationship, who understands the family's circumstances and who is present when decisions require attention.
This approach defines IMA ART's interpretation of a Fertility Maison.
Stewardship, Responsibility and Discretion
Fertility and surrogacy journeys can involve sensitive personal information, substantial financial commitments and decisions with lasting consequences for families and children.
IMA ART approaches these responsibilities through a framework of structured decision-making, independent professional expertise and sustained principal involvement.
We describe this philosophy as Fertility Governance.
It encompasses the coordination of medical, legal, psychological, financial and practical considerations while respecting the independent responsibilities of each specialist.
Discretion is equally fundamental.
IMA ART does not publish client testimonials, personal fertility histories, photographs of children or identifiable family case studies as promotional material.
For the private families we represent, confidentiality is not a marketing distinction. It is an essential condition of the relationship.
Learn more about our Fertility Governance approach.
Begin a Private Conversation.
Every engagement begins with understanding where you are today, which professionals may already be involved and what you hope to accomplish.
The initial conversation allows us to understand the complexity of your journey, answer your questions candidly and determine whether IMA ART's approach is appropriate for your family.
Discover more about us
A Deliberately Personal Commitment
IMA ART was born from personal experience, but its purpose extends beyond the circumstances that inspired its creation.
Each family arrives with different considerations, expectations and responsibilities. No two journeys are identical, and not every decision can be anticipated at the outset.
Our commitment is to remain personally engaged, exercise sound judgment and ensure that the families we represent receive thoughtful, coordinated attention throughout the process.
That commitment continues to define IMA ART Fertility.
