We seldom spend the big events of our lives in solitude. Of course, there are exceptions without prejudice, but typically we like to surround ourselves with loved ones, drawing energy from their support. The support of someone walking beside you has the capacity to completely transform the experience. Unfortunately, lingering cultural and societal ‘norms’ have meant that many people go through their fertility journey on their own. Recognizing a need to fill this void, #SmallBusinessThatRocks, London Fertility Concierge, has made it their mission to support couples and individuals while they navigate their own fertility journeys.

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