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About LUMA
Behind every fertility journey, there are people with a simple but powerful dream: to build a family. Yet the path to that dream is rarely simple. It can feel overwhelming, full of complex choices, confusing processes, and unexpected emotional and financial pressures.
That’s where Luma comes in.
Luma is a light on your path, helping you feel guided, cared for, and never alone. We are not here to sell you a specific fertility treatment. We are here to be your advocate, focused on your needs, not anyone else’s.
By guiding you toward what truly fits your circumstances, Luma can often help you save thousands of dollars and avoid unnecessary treatments. This service frequently pays for itself by keeping your best interests front and center, like having a second opinion from someone fully on your side.
About Marie
Marie-Josée Labelle founded Luma after spending over 20 years managing projects and focusing on client experience at one of Canada’s largest financial institutions.
Through her own research into women’s health and fertility, she was struck by how many couples felt lost and unsupported during IVF, one of the most personal, emotionally charged journeys of their lives.
As she listened to their stories, the same patterns kept coming up. Couples often started treatment without a clear roadmap. Many overestimated their chances of success and underestimated the emotional and financial demands that would be placed on them. Too often, they felt overwhelmed by a system that seemed to lose sight of the most important people, the future parents.
With Luma, Marie brings her skills in planning, communication, and coordination together with a network of trusted, independent fertility specialists and clinics.
The goal is simple: offer practical, down-to-earth guidance that helps patients feel supported and informed so they can move forward with realistic, achievable goals and a sense of hope.