For women, by women. That’s a guiding principle behind the new gynecology and wellness platform Tia. The app, which provides all manner of health information and data tracking in a millennial-focused manner (think extensive emojis), launched in 2017. Then, earlier this year, the startup opened its first IRL clinic, in New York, designed by a woman, of course. The Lab at Rockwell Group principal Melissa Hoffman and her team conceived its 3,000 square feet—which include a living-roomlike waiting area, four exam rooms, and a flex space for yoga classes or guest speakers—to reflect Tia’s focus on inclusion, empathy, and innovation. They also commissioned a roster of female artists for lively murals, mosaics, wallpapers, and robes. As for the name, tia is the Spanish word for aunt, often the person who’s easiest to talk to.