Norfolk, Virginia

Norfolk Address
601 Colley Ave.
Norfolk, Virginia 23507
Office Hours
7:30 a.m.–3:30 p.m.
Monitoring Hours
7–10 a.m.
8:30–10:30 a.m.

For emergencies after hours, please call 1-804-257-5202 or the local number at 757-937-7955.

Norfolk, Virginia

Patient Testimonial
I had an ultrasound and an HSG done at the Norfolk office. Every staff member was amazing – so gentle, comforting and supportive. I’m very grateful for that.


SGF Jones Institute offers patients in Virginia’s Hampton Roads region excellence in advanced fertility care. The office is conveniently located at 601 Colley Avenue, Norfolk, VA 23507, on the Eastern Virginia Medical Center Main Campus minutes away from the U.S. 58 Midtown Tunnel and EVMC/Fort Norfolk Station. 
Our space may be familiar to locals as the Eastern Virginia Medical School Jones Institute for Reproductive Medicine (EVMS Jones Institute). Our expert physicians, along with their highly trained medical team, offer patients a warm and friendly atmosphere in the Norfolk area.
Learn about our Jones Institute at Eastern Virginia Medical School Reproductive Endocrinology and Infertility Fellowship.

Why Shady Grove Fertility

  • #1 physician practice for reproductive care by Castle Connolly, 2024
  • Over 100,000 babies born
  • Internationally renowned Donor Egg Program, the largest in the nation. All donors are fully screened and ready to cycle.
  • Among the top 5 egg freezing programs in the U.S.
  • 100% refund guarantee options for IVF and donor egg
  • 96% of patients say they would refer a friend


Accepted insurance

Approximately 70 percent of our patients have some coverage for infertility treatment and 90 percent have coverage for their initial consultation. Below is a list of insurance networks accepted by Shady Grove Fertility in Richmond, Norfolk and Roanoke.
  • Aetna, SGF is designated an Aetna Institute of Excellence™
  • Anthem Blue Cross Blue Shield of Virginia
  • Anthem Healthkeepers
  • Cigna
  • GEHA
  • Optima
  • United Healthcare (excludes Navigate & Compass)
  • United Medical Resources
  • VA Community Care Network
Our Richmond and Norfolk locations accept the insurance plans listed here for covered services, however, each office and lab differs in what services may be considered out of network. You may have benefits even for services that are considered out of network. We also offer a wide variety of innovative financial programs regardless of insurance coverage, including a refund guarantee program. Following your initial visit, our financial team will assist you in evaluating your benefits and our programs to find the best option for you.

SGF’s accepted fertility networks

SGF also partners with several fertility networks or third-party administrators as well as companies/employers who offer additional fertility benefits, negotiate preferred service rates, and process claims on behalf of their employees as an employee benefit.
To determine your eligibility, please review our network participation list below. Some infertility networks may require patients to enroll directly with their organization before seeking treatment as a condition of eligibility. For more information on SGF’s third-party administrators, please contact your SGF Financial Counselor or ask your HR Department for the best way to contact them.
  • Carrot
  • Maven Clinic
  • Progyny
  • Optum, SGF in Norfolk is designated an Optum Center of Excellence™
  • Mantech
  • Stork Club

IVF Advantage

Shady Grove Fertility’s new IVF Advantage program was designed to help make treatment more affordable for Virginians living in the Richmond, Roanoke, and Hampton Roads metro regions. IVF Advantage allows individuals and families earning up to $150,000 the ability to access a significant discount on treatment.  

Eligible patients must have proof of residency in Virginia within 85 miles of one of four Virginia locations: Henrico, Stony Point, Roanoke, or Norfolk. 

Learn more about IVF Advantage


Parking is located in Visitor Garage A, enter from Wagner Road
From parking garage, proceed across Olney Road toward Lewis Hall, then toward Colley Avenue
SGF Jones Institute is connected to Lewis Hall, enter from Colley Avenue

From Colley Avenue North
Turn left onto Fairfax Avenue
Turn right onto Wagner Road
Turn left into Visitor Garage A

From Colley Avenue South
Turn right onto Olney Road
Turn left onto Wagner Road
Turn right into Visitor Garage A

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