An Interview With Lucinda Koza
Strong support system: As an executive and someone that enjoys problem solving, I quickly realized that navigating IVF was something I couldn’t do alone. I found myself in a vulnerable position as I leaned on close friends and family more than ever before. My husband was there for me through every step of the way including attending every appointment, giving me my injections, and just listening to my frustrations. At the same time, I was running Attune Med Spa, so I relied heavily on my team to help carry the load when I couldn’t. Those who care about you will show up for you. Asking for help is a sign of strength, not weakness.
Infertility and the journey through IVF are challenges that many individuals and couples face, often accompanied by emotional, physical, and financial stress. Despite advancements in reproductive technology, the process can be isolating and fraught with uncertainty. How can we better support those navigating infertility and IVF, and what strategies can help manage the various challenges along the way? As a part of this series, I had the pleasure of interviewing Stephanie Joyce.
Stephanie Joyce is the founder and CEO of Attune Med Spa, a beauty and wellness destination that combines medical aesthetics with integrative health. With a background in finance and operations, Stephanie rose to become the CEO of a successful med spa chain before launching Attune Med Spa in 2022 to pursue her vision of connecting health, confidence, and wellness. Her personal journey through infertility and IVF gave her a deep understanding of resilience and self-compassion, which she integrates into her leadership and client care. Stephanie’s story is a testament to perseverance and her commitment to empowering others to navigate challenges with grace and strength.
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” better. Can you tell us a bit about you and your backstory?
Absolutely, I’d love to share a little about myself and back story. I was born and raised in Rockport, TX, surrounded by family, music, and a tight knit culture. Music was and still is an outlet for me — it has sparked a lot of inspiration and creativity. I also feel it played a huge role in igniting a strong entrepreneurial spirit. From a young age I was drawn to problem solving, adding meaning to everything, and making an impact.
My career started in accounting. I advanced quickly in the field as I discovered my true passion wasn’t in historical finance but in forward-thinking, problem-solving aspects of accounting. This was an avenue that taught me the financial and operational sides of running a business. However, it ultimately gave me a better understanding of how thought-out businesses could truly change lives. This experience was the driving force behind my wanting to create a brand that combines beauty and wellness.
Attune Med Spa was born from this dream. A place where science meets self-care, where our clients can trust that we will provide them with a 360° assessment and treatment journey. My own journey from growing up in South Texas to becoming a CEO has been a wild ride, but every step has led me somewhere great. I feel very fortunate to do what I love and help others feel their best through Attune.
How did you get involved in this field?
I started my career in finance and operations, which gave me a solid foundation for truly incorporating problem solving into every aspect of a business. When I transitioned into the med spa industry, I quickly realized the potential this industry had and how much of it has been untapped. When I was promoted to CEO, I quickly found my purpose. Leading a team and helping shape a client’s treatment journey felt like a great way to combine my strategic mindset with an underlying passion for beauty and wellness.
From your experience working with individuals and couples navigating infertility and IVF, what are some of the most common emotional challenges they face, and how can healthcare providers best support them in managing these emotions?
When I created the Attune brand, I never fully understood the emotional and physical challenges women face with infertility, until I experienced it myself. I married my husband six months after stepping down from my previous CEO role and we were assuming we’d get pregnant within a few months of being married. Little did I know this would mark the beginning of my struggle with infertility.
After a year of trying to conceive, we turned to a fertility doctor. All our tests came back normal, and our inability to conceive was deemed as “unexplained infertility.” After several rounds of IUI we finally decided to pursue IVF. Nothing could have prepared me for the rollercoaster of emotions and physical challenges that came with the IVF process. I’ve always been someone who thrives on problem-solving and being in control, so navigating a situation where there were no clear answers or solutions was incredibly frustrating. This, paired with the hormonal fluctuations, was a whole new level of overwhelming.
At the same time, I was building Attune Med Spa. Part of my business plan is to evaluate distressed companies to potentially roll into the Attune brand. I was surprised to see how many businesses focused on maternal health and pre-or-post maternity care that were either underfunded or stuck in limbo. From technology and software platforms to counseling services, doulas, and even pelvic therapy, these were businesses I felt had incredible potential but limited accessibility. It was eye-opening and disheartening to see how many of these businesses weren’t more readily available.
This experience inspired me to work towards making maternity treatments more accessible with Attune. It is now a priority to find ways to integrate them into our brand. With many developments in the horizon, I’ve come to appreciate how important it is for healthcare providers to truly listen, empathize, and offer additional support — both emotionally and physically — because infertility is not just a medical journey; it’s a deeply personal one.
Fertility treatments often come with significant physical and hormonal impacts on the body. What strategies do you recommend to patients for managing the physical toll of IVF, and how can healthcare professionals better assist in minimizing these side effects?
Self-care and a lot of emotional openness. I personally chose not to bottle it up — I let those around me know what I was dealing with, especially in case I seemed off or distant. Having a supportive husband was a huge relief during the hardest moments. Close friends and family were always there to listen and lean on when the IVF process seemed overwhelming.
I also leaned into new habits that helped me stay grounded and positive. I started reading a lot of books to help keep my mind off the “what-ifs.” Acupuncture was a gamechanger — it helped me feel balanced and relaxed during a very stressful period. Walking became a daily habit for me; it was a simple way for me to stay active and clear my mind. Journaling played the biggest role — it gave me an outlet to reflect on my days, express gratitude, and stay focused on my goals.
The most important thing is to find what provides you with relief, and not be afraid to lean on your loved ones for support. Healthcare providers can also make a huge difference by offering resources like counseling, or even just regularly checking in to ensure patients feel seen and cared for. Having a support system — both professionally and personally — can make all the difference.
Following through with the complete process of fertility testing and treatment can be absolutely grueling for the body for what could be years. How can someone cope with constant procedures, medications, hormones?
One of the most helpful things for me was talking to others who had gone through the same treatments. Hearing friends’ stories helped me feel less alone and gave me a lot of insight on what to expect. It was also important for me to remind myself why I was doing this — for myself and the hope of a future little one. IVF Is a huge sacrifice, and it takes a significant toll on one’s body, but keeping the end goal in mind makes the process more meaningful.
I also tried to think of the entire IVF experience as a “warm-up” for pregnancy. The hurdles with fertility treatments made me feel even more connected to the idea of motherhood, and what it would feel like holding a baby in my arms. It felt like every injection, procedure, and moment of uncertainty was worth the sacrifice.
Financial stress is a major factor for many couples undergoing fertility treatments. How can healthcare providers and therapists address this stress proactively, and are there any resources or advice you offer to help patients navigate the financial challenges of IVF?
I was fortunate enough that the healthcare my company provided covered a good portion of my fertility treatments. While this certainly alleviated some of the financial burden, there were unexpected expenses for me and my husband. This included genetic testing, the insemination of eggs and sperm, and embryo storage. My husband’s insurance also didn’t cover some of the lab work. All of this added up even though they’re essential parts of the process.
Genetic testing is highly recommended (and sometimes necessary) because infertility can often be linked to genetic issues in the embryo. Identifying these issues early on can improve the success of pregnancy, so I do believe this should be ideally more universally covered by insurance. The gaps in everyone’s coverage can put a lot of financial stress on patients who may already be facing emotional challenges.
My advice would be to stay informed, don’t be afraid to ask questions about costs, and call your insurance provider. It’s helpful to budget for unexpected expenses, even if you have great insurance, so you aren’t caught off guard. Most importantly, keep your focus and heart set on the bigger picture — building a family. This helped change our perspective on the financial commitment associated with fertility treatments.
Can you please share “5 Things You Need to Navigate the Challenges of Infertility and IVF”?
1 . Strong support system: As an executive and someone that enjoys problem solving, I quickly realized that navigating IVF was something I couldn’t do alone. I found myself in a vulnerable position as I leaned on close friends and family more than ever before. My husband was there for me through every step of the way including attending every appointment, giving me my injections, and just listening to my frustrations. At the same time, I was running Attune Med Spa, so I relied heavily on my team to help carry the load when I couldn’t. Those who care about you will show up for you. Asking for help is a sign of strength, not weakness.
2 . Community and connection: Talking to other couples who had gone through IVF helped me and my husband feel less isolated. I also looked up success stories via different avenues. One thing that stood out to me through this was how strong and resilient the IVF community was. Connecting with others who “get it” reminded me that I’m part of something bigger, and it gave me the strength to keep going.
3 . Grace and self-care: One of the hardest lessons for me to learn was giving myself grace. The injections, hormones, and constant scheduling took a huge toll on my body and mind, and it’s SO easy to feel defeated. Self-care became a lifeline. Acupuncture reduced my stress, journaling helped me reflect and express gratitude, and walking kept me active. Some days, I didn’t have the energy for anything but rest, and that was perfectly okay. IVF is daunting, but treating myself with compassion was essential.
4 . Realistic expectations: Even with insurance covering a lot of the costs, there were unexpected expenses that took me by surprise. Things like genetic testing, insemination, and embryo storage aren’t always discussed upfront, but they can be a huge financial burden if you’re not prepared. Asking questions, researching grants, and understanding all potential costs will help you feel more in control. IVF is a costly investment, and having a better picture can help reduce the financial stress so you’re able to focus on the bigger picture.
5 . Positive mindset and perspective: My biggest takeaway from IVF is just how strong my body and mind are. It truly takes mental, emotional, and physical strength to take you through the journey. Stay compassionate with your body, love the part of you that won’t give up, and keep the end goal in mind.
The isolation that often accompanies infertility can be overwhelming. What role does mental health support play in the IVF journey, and what can healthcare professionals do to create a more connected and supported experience for patients going through this process?
I personally thought IVF would be difficult solely from the physical process, but it wasn’t until I was in it that I realized how emotionally and mentally equipped you need to be. There are a lot of ups and downs throughout the process and despite having a strong support system, there a lot of times when I felt completely alone. The uncertainty of the process and the emotional toll was something I truly was not prepare for.
Finding stories and couples that mirrored my experience was very comforting. It helped me feel validate my emotions and keep my perspective positive. Healthcare professionals can help comfort their patients by simply asking “how are you holding up emotionally?” This could go a long way in making someone feel seen.
Wonderful. We are nearly done. Is there a person in the world, or in the US, with whom you would like to have a private breakfast or lunch, and why? He or she might just see this, especially if we tag them. :-)?
Elon Musk! I really admire his ability to tackle some of the world’s most complex challenges with out-of-the-box thinking. I would love to see him apply this method of thinking to the obstacles women face with infertility — particularly around advancing technology, improving access, and creating more affordable solutions.
There’s still so much potential to revolutionize the infertility treatment space. Whether it’s leveraging AI to improve embryo selection, advancing genetic testing, or even reimaging the entire IVF process to be less invasive and more accessible. I feel his innovative approach could truly change lives.
If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I would like to help women by providing them with more resources so they’re able to excel in life. I am passionate about teaching women practical skills that help develop confidence and emotional intelligence. I want to provide more education on managing finances, career planning, and understanding the female body. Building confidence, promoting self-love, and creating a supportive community is essential for women. I want to show women that it’s okay to be different, carve a new path, and give themselves grace.
How can our readers follow your work online?
By visiting our website at attunemedspa.com and/or adding me on LinkedIn!
Thank you so much for joining us. This was very inspirational.
About the Interviewer: After becoming her father’s sole caregiver at a young age, Lucinda Koza founded I-Ally, a community-based app that provides access to services and support for millennial family caregivers. Mrs. Koza has had essays published in Thought Catalog, Medium Women, Caregiving.com and Hackernoon.com. She was featured in ‘Founded by Women: Inspiration and Advice from over 100 Female Founders’ by Sydney Horton. A filmmaker, Mrs. Koza premiered short film ‘Laura Point’ at the 2015 Cannes Film Festival and recently co-directed ‘Caregivers: A Story About Them’ with Egyptian filmmaker Roshdy Ahmed. Her most notable achievement, however, has been becoming a mother to fraternal twins in 2023. Reach out to Lucinda via social media or directly by email: [email protected].
Stephanie Joyce Of Attune Med Spa On Navigating the Challenges of Infertility and IVF was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.