Smile Design By Ash

What Smile Design By Ash does

Smile Design By Ash is a private cosmetic dental practice founded in January 2011 by Dr Ashish B Parmar and operating from a single location at 6 Chigwell Rise, Chigwell, Essex. The practice is the trading name of Ash Smile Design Limited, which sits within Portman Healthcare Limited, and runs with a team of approximately 11-15 specialists including cosmetic dentists, an implantologist, an endodontist, an orthodontist, oral surgeons, a hygienist, and facial aesthetics practitioners. It primarily serves self-paying adult patients from Essex, London, the wider UK, and internationally (India, Italy, Russia, Monaco), with a smaller flow of dentist referrals for specialist implant, endodontic, orthodontic, and oral surgery cases.

The core service portfolio is anchored on premium cosmetic and restorative dentistry: smile makeovers, porcelain veneers (from £1,129 per unit), single dental implants (from £1,490 placement, typical single-tooth total £2,700-£3,000), Invisalign clear aligners (from £2,992), Enlighten and ZOOM teeth whitening (£349-£692), cosmetic dentures, and adjunct facial aesthetics. The practice differentiates on technology rather than proprietary IP, operating a third-party stack that includes a CT scanner, 3Shape 3D scanner, T Scan digital bite analysis, digital X-rays, laser dentistry, NuCalm drug-free relaxation, Enlighten/ZOOM whitening systems, Invisalign, and an on-site Amdecc Dental Laboratory. It positions itself as one of the more technologically equipped single-site cosmetic practices in the UK and has been featured across major UK television programmes (Extreme Makeover UK across three series, This Morning, TOWIE, Body Shockers, Channel 5).

Revenue is generated entirely through professional service fees on a per-treatment basis, supplemented by patient financing arranged through V12 Retail Finance / Secure Trust Bank (0% over 6-24 months, 7.9% APR over 2-5 years) and course fees from The Academy By Ash, an in-house dentist training programme. Go-to-market combines direct-to-consumer conversion (free initial consultations, treatment coordinators, online booking, phone, WhatsApp), event- and PR-driven brand awareness (TV appearances, Dream Makeover Essex competition with Philips as title sponsor), a formal dentist referral programme, and content marketing across blog, social, YouTube, and email. The practice is CQC registered, offers a 5-year mechanical warranty on laboratory work contingent on scheduled check-ups, and has raised over £34,000 for Haven House Children's Hospice and Food For Life Vrindavan since 2015.

Name

Smile Design By Ash

Legal name

Ash Smile Design Limited

Website

https://smiledesignbyash.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Cosmetic Dentistry

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)

akta.pro secondary industries

Aesthetic/Cosmetic Restorative Dentistry (Smile Design) (HLABAFAE), Implant Prosthodontics (Implant-Supported Restorations) (HLABAFAC), Orthodontic Group Practices (HLABAKAC), Restorative General Dentistry (Fillings/Crowns/Bridges) (HLABAAAB)

Keywords

• Cosmetic dentistry
• Dental implants
• Teeth whitening
• Orthodontic treatment
• Smile design

Headquarters

HQ city

Chigwell

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dental Treatment Services: Professional dental services including cosmetic dentistry, implants, orthodontics, hygiene treatments, and general dentistry. Revenue generated through one-time treatment fees based on complexity and materials used.
2. Consultation Fees: Initial consultations and follow-up appointments charged at specified rates. New patient consultations £65, orthodontic consultations £70, implant consultations £120.
3. Financing Revenue: Partnership with V12 Retail Finance/Secure Trust Bank for patient financing. Practice acts as credit broker introducing customers to financing providers.
4. Training and Education: The Academy By Ash provides training programmes for dentists, generating revenue from course fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Smile Design By Ash is a cosmetic dental practice that provides smile design, dental implants, teeth whitening, and orthodontic treatments to individual patients. The practice operates from its clinic in Chigwell, Essex, and is part of the Portman Healthcare Limited group of dental practices.

Product overview

Smile Design By Ash is a cosmetic dental practice offering a comprehensive portfolio of dental treatments centered around smile makeovers and cosmetic dentistry. The core offering includes dental implants, porcelain veneers, teeth whitening (using Enlighten and ZOOM systems), and Invisalign clear aligners, supported by general dentistry services including hygiene treatments and children's dentistry. The practice differentiates through advanced technology including CT scanning, 3D digital scanning (3Shape), and NuCalm relaxation technology for anxious patients. Additional specialized services include fibre reinforced composite dentistry, root canal treatments by specialist endodontists, and facial aesthetics. The practice operates on a treatment coordinator model where new patients begin with a free consultation, followed by comprehensive assessment and personalized treatment planning.

Differentiator

Problem solved

Functional benefit

Brands

• The Academy By Ash: Ash Parmar's training academy that attracts dentists from all over the UK and internationally. Runs a unique 8-day training programme for dentists.

Products and services

• Smile Design Treatments Cosmetic dental treatment planning and procedures aimed at improving the appearance of a patient's smile, delivered to individual adult patients at the Chigwell clinic.
• Dental Implants Surgical placement of dental implants to replace missing teeth, offered to individual patients seeking tooth replacement.
• Teeth Whitening Cosmetic teeth whitening procedures to lighten the shade of natural teeth, offered to adult patients seeking a brighter smile.
• Orthodontic Treatment Orthodontic treatments to straighten misaligned teeth and correct bite issues, offered to individual patients.

Quantifiable outcome

• Porcelain veneers achieve up to 98% success after 12 years
• +4 more outcomes

Named customers14 records

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature11 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Haven House Children's HospiceminorOthers · 1 November 2015Local charity partnership supporting life-limited and life-threatened children in the Essex area. Smile Design By Ash raised over £20,000 as part of their charity fundraising campaign starting November 2015.
• Food For Life VrindavanminorOthers · 1 November 2015International charity partnership supporting children who are poorest of the poor in Vrindavan, India, particularly girls given free education, food, and medical care. Practice contributed to joint £20,000+ fundraising target.
• Philips (Title Sponsor)coreGTM or Marketing Partner · 1 December 2012Philips served as title sponsor for Dream Makeover Essex competition. Ash is a key opinion leader for Philips. Competition attracted nearly 2,500 applicants and selected three winners for comprehensive makeovers.
• Mr Pillai (Harley Street Laser Eye Surgeon)coreStrategic or Co-development Partner · 1 December 2012Partnered with Mr Pillai (prominent Harley Street laser eye surgeon with over 25,000 procedures) as part of Dream Makeover Essex dream team to provide comprehensive makeover services including both dental and vision treatments.
• Frances Furlong (Facial Aesthetics Expert)coreStrategic or Co-development Partner · 1 December 2012Part of Dream Makeover Essex specialist team providing facial aesthetics expertise alongside dental and vision treatments.
• Amdecc Dental LaboratorycoreTechnology or IntegrationOn-site dental laboratory used for creating porcelain restorations, crowns, veneers, and other prosthetic work. Master ceramist technician creates artistic dental restorations.
• Nayeem Ali (Oral Surgeon)minorChannel Partner/ Reseller/ DistributorReferral partner - oral surgeon to whom patients are referred for specialized surgical procedures not performed at the practice.
• Rana Alfalaki (Periodontist)minorChannel Partner/ Reseller/ DistributorReferral partner - periodontist specialist for gum disease and periodontal treatment referrals.
• Mahesh Patel (Orthodontist)minorChannel Partner/ Reseller/ DistributorReferral partner - orthodontist for specialized orthodontic treatment referrals.
• Guys Hospital Oral Medicine DepartmentminorChannel Partner/ Reseller/ DistributorReferral partnership to secondary care (hospital) for complex oral medicine cases requiring hospital-level care.
• Sharan Patel (Hypnotherapist)minorStrategic or Co-development PartnerProfessional hypnotherapist offering Rapid Transformational Therapy to help patients overcome dental anxiety and stop smoking. Provides free initial consultations. Mobile: 07800 588151.
• The Academy By AshcoreOthersAsh Parmar's own training academy attracting dentists from UK and internationally. Runs unique 8-day training programme highly sought after by dentists. Ash lectures nationally and internationally (Germany, Sweden, India).

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Aspen Dental: Multi-site dental group offering implants, clear aligners and cosmetic services — comparable DSO-driven delivery model for advanced restorative and aesthetic treatments.
• MyDentist: Largest UK dental chain with a national network of practices providing both NHS and private cosmetic/orthodontic services — useful scale comparator highlighting the gap between premium-boutique and mass-market positioning.
• Portman Dental Care: Parent group and broader UK DSO/dental group under which Smile Design By Ash operates; offers general and specialist dentistry across many practices, providing a structural and ownership-level comparator.
• Bupa Dental Care: Large UK dental chain offering general, cosmetic and specialist dentistry across hundreds of practices — relevant incumbent benchmark for patient volume, marketing scale and breadth of services relative to a single-site premium boutique.

Direct peers

• Sensu: London cosmetic dental brand offering smile design, veneers, whitening and aligner therapy with a branded, marketing-led proposition — overlapping patient demographic, treatment portfolio and brand-driven acquisition approach.
• Harley Street Dental Studio: High-end London cosmetic and implant dental practice on Harley Street offering smile makeovers, porcelain veneers and full-mouth rehabilitation — comparable premium positioning, multi-specialist team and celebrity-adjacent patient base.
• The London Smile Clinic: Premium London-based cosmetic dental practice focused on smile makeovers, veneers, implants and Invisalign with strong personal-brand clinician marketing — directly comparable service mix, target patient and premium pricing model to Smile Design By Ash.

Emerging players

• Beyond Dental Care: UK premium private dental group with multi-site clinics offering cosmetic dentistry and implants — relevant emerging branded competitor testing the multi-site premium model Smile Design By Ash could evolve into.

Others

• Invisalign (Align Technology): Supplier-partner whose clear aligner system is one of Smile Design By Ash's core product lines; relevant as the technology platform enabler that defines much of the practice's orthodontic offering and patient demand.
• Philips (Sonicare / Zoom Whitening): Manufacturer of the Zoom whitening brand used by the practice and former title sponsor (Dream Makeover Essex) — comparator as a strategic product/marketing partner shaping the practice's whitening proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/smilebyash
• YouTubeyoutube.com/user/smiledesignbyash
• Facebookfacebook.com/Smiledesignbyash
• LinkedInlinkedin.com/company/smile-design-by-ash
• Instagraminstagram.com/smiledesignbyash

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smile Design By Ash