The fertility business is booming

BRIGHT-BLUE letters greet women at Trellis, an egg-freezing studio in New York. “It’s up to each of us to invent our own future,” they enjoin. No baby pictures here, of the sort that adorn joyless waiting rooms at traditional fertility clinics. Instead the client-experience manager, Casy Tarnas, invites visitors to grab a charcoal-coloured “fertility-friendly juice”. Turkish-cotton robes await. If this feels like a spa rather than surgery, that is the idea. Egg-freezing, which promises to preserve young women’s healthy eggs until they are ready to start a family, is supposed to be “an empowering experience”.