About Us
About IVF Store
IVF Store supports IVF and andrology laboratories across the United States with IVF lab supplies, andrology products, fertility laboratory equipment, quotes, recurring orders, and practical service and support. Based in Alpharetta, Georgia, we help labs simplify purchasing, reduce vendor complexity, and improve consistency through trusted products, responsive human support, and solutions designed around real laboratory workflow.
One Partner. Everything IVF.
Which means more support, less friction, and a better way to keep the lab moving.
- Support for IVF and andrology labs
- Trusted products from leading brands
- Faster, easier, more reliable ordering
- Real human support and customer success
- Equipment, service, and workflow support
What We Do
IVF Store helps IVF and andrology laboratories simplify purchasing, improve consistency, and save time with broad product access, streamlined ordering, and responsive support from people who understand the lab.
What We Supply
Everything your IVF and andrology lab needs in one place.
Andrology products
- Collection and processing
- Semen analysis essentials
- Andrology labware
Equipment and lab infrastructure
- Equipment sourcing
- Air and lab infrastructure
- Parts and accessories
IVF products
- Media, oil, and consumables
- ICSI and procedure supplies
- Cryopreservation products
Support and laboratory services
- Calibrations, servicing, and repair
- Quotes and sourcing support
- Equipment support
Craig Hoffmann
Chief Executive Officer (CEO)
Craig Hoffmann leads IVF Store with a focus on making purchasing easier, faster, and more dependable for IVF and andrology laboratories. With decades of experience across sales, marketing, and operations, he is helping shape IVF Store as a practical partner to labs through responsive service, trusted products, and support that reduces complexity.
Diana Patricia Bernal
President and Co-Chairman of the Board
Diana Patricia Bernal helps guide IVF Store’s growth with a practical understanding of IVF and reproductive laboratory needs. Her background spans both human and animal reproductive medicine, including clinical embryology and bovine reproduction, giving her a strong end-user perspective on the products, workflows, and challenges laboratories manage every day. She focuses on expanding product access, improving ordering convenience, and strengthening vendor partnerships so IVF and andrology labs can reduce complexity, purchase with greater confidence, and operate more efficiently.
Jorge Parra
CFO and Co-Chairman of the Board
Jorge Parra helps build the financial and operational foundation behind IVF Store’s long-term reliability. With leadership experience in biotech and manufacturing, plus a technical background in engineering, he supports the systems that help IVF and andrology labs benefit from dependable fulfillment, scalable support, and a more consistent purchasing experience.
Thomas Elliott
Chief Scientific Officer (CSO)
Thomas Elliott is Chief Scientific Officer at IVF Store and a clinical embryologist with deep experience in reproductive biology, IVF laboratory practice, and fertility industry innovation. His career began with early training at the Oxford Fertility Unit and continued in the United States, where he built a strong reputation in embryology, education, and product development. He has contributed to the field through IVF.net, the International IVF Initiative, and CryoSentinel. At IVF Store, Thomas helps ensure products, recommendations, and educational resources stay grounded in real laboratory workflow, scientific relevance, and the practical needs of IVF and andrology professionals.
Sherri Lunsford, CPA
Vice President of Finance
Sherri Lunsford leads finance at IVF Store, overseeing accounting, forecasting, and financial operations that support a smooth and dependable customer experience. A Certified Public Accountant with a Master’s degree in Accounting, she helps build the structure behind accurate transactions, strong vendor relationships, and scalable support for IVF and andrology laboratories.
Jill Roberts
Director, Order Fulfillment
Jill Roberts leads order fulfillment at IVF Store, helping IVF and andrology laboratories receive products accurately and on time. She works across teams and with vendor partners to improve order accuracy, reduce delays, and support a more predictable purchasing experience for laboratories that depend on consistency.
Estela Cardenas
Director, Customer Service
Estela Cardenas leads customer service at IVF Store, helping IVF and andrology labs get fast answers and practical support when timing matters. She helps ensure customers can reach real people who understand the pace and urgency of the lab, strengthening IVF Store’s role as a responsive and dependable partner.
Becky Flora
Manager, Customer Engagement
Becky Flora supports IVF Store customers through outreach, events, education, and customer-focused programs. Her work helps IVF and andrology laboratories learn about solutions that simplify purchasing, improve efficiency, and strengthen the overall customer experience before, during, and after each order.
Carina Castillo
Manager of Compliance
Carina Castillo supports the compliance and documentation practices behind IVF Store’s products and processes. With experience in FDA-related workflows and quality-focused documentation, she helps strengthen clarity, consistency, and confidence for IVF and andrology laboratories evaluating products and purchasing through IVF Store.
Nicole Miller
Director of Customer Experience and Education
Nicole Miller brings a valuable combination of laboratory and commercial fertility industry experience to her role at IVF Store. With hands-on experience as an embryologist and andrologist, along with years in customer-facing consultative roles, she understands both the scientific and operational pressures IVF and andrology labs face. She helps laboratories simplify purchasing, standardize ordering, and get more value from tools such as quotes, recurring orders, education, and customized support. Her work strengthens IVF Store’s role as a practical partner focused on efficiency, consistency, and long-term customer success.
IVF Store Headquarters
IVF Store is headquartered in Alpharetta, Georgia, just north of Atlanta, with a 12,000-square-foot facility designed to support IVF and andrology laboratories across the United States. Our Atlanta-area headquarters includes warehouse space, clean room capabilities, offices, and a dedicated customer support team, helping us deliver dependable service for IVF lab supplies, andrology products, fertility laboratory equipment, and related laboratory needs. Located in one of the nation’s most efficient logistics hubs, IVF Store is well positioned for fast shipping, reliable fulfillment, and responsive support. With approximately 80% of the U.S. market reachable within a two-hour flight or a two-day truck drive from Atlanta, we are able to serve fertility clinics, embryology labs, and andrology laboratories nationwide with greater speed, consistency, and convenience.
