Driven by rising consumer demand for natural-looking smile enhancements and advancements in minimally invasive technology - both championed across platforms like Instagram and TikTok - one cosmetic dentistry and orthodontics practice in Wilmslow, Cheshire, has responded by offering bespoke oral care.
Focused on enhancing rather than overhauling what's already there, Dr Gopinder Lalia, founder of the practice, tells us just what makes Lume Dental [1] different.
Dr Lalia, was there a particular moment or challenge that sparked the creation of Lume Dental?
A lot of clinics now offer cosmetic work - but this tends to lean towards a one-style-fits-all approach. I couldn't find any practice fully dedicated to building smiles entirely around each patient - their face, their personality, their individual goals and features - already on the market. That's why I created Lume Dental. I wanted to give patients a space that could deliver the unique smile they wanted, without compromising clinical excellence. Our focus is not on copycat Hollywood smiles that can look false, but on subtle, natural enhancements that genuinely suit the person.
That's a huge gap in the market to fill. What problems were you trying to address when you took on this challenge and founded the business?
Many people want to improve their smiles but still want to look like themselves. Not everyone wants a perfect, shining, ultra-symmetrical grin. Many patients come to us saying, "I want a nicer smile - but I want it to look real" - and they want reassurance that the transformation will be safe for their teeth, as well.
In a world of Turkey teeth and horror stories about people who took on the task of altering their ivory assets themselves, we design treatments that enhance a patient's natural features safely rather than replace them at risk - or file them down. Whether it's composite bonding, natural-looking whitening, or gentle alignment, we're all about keeping things looking aesthetic and authentic, listening carefully to what people really want to deliver the desired refined results that are still very much true to the patient themselves.
How have you balanced the clinical demands of your work with the commercial realities of running and scaling a business?
It has been hard! Early on, I was doing everything myself - seeing patients all day, then dealing with business in the evenings and on weekends. It's a demanding balance to strike, particularly when you're passionate about non-negotiable high standards.
Building a strong team has helped enormously. We've now recruited other award-winning dentists who share these standards with me - and this has allowed me to step back and focus on the growth and systems side of things a little bit more. It's still challenging, but I've learnt that delegation and trust are key.
You mentioned growth. Are there any plans to expand Lume Dental on the horizon? Do you have any advice for entrepreneurs aspiring to reach your current level of success?
At the moment, we operate solely from our flagship clinic in Wilmslow - but scaling Lume Dental could soon become part of the plan. Everything we've built so far is about patient satisfaction and future business growth - and my advice to other entrepreneurs hoping to achieve the same would be to focus on building the right team culture first. Don't rush into scaling up before you've really honed your foundations. Curate a group of professionals you trust - invest in them and invest in systems that can later grow with you. Only then does the possibility of future growth become sustainable.
You've become a recognisable name in the field of aesthetic dentistry. How important is personal branding in the success of your business? Is this something all entrepreneurs should seek?
Personal branding is really important nowadays. People don't buy from companies anymore. They buy from people and they want personal stories. Particularly in aesthetics, trust is everything. Patients need to know who's behind the mask - what values you stand for and what kind of results you consistently deliver. Much of our success has come from being present on social media and at events within our industry and local community. When you're visible and authentic, people trust you - and that trust turns into a booming business. So, if you're not already building your personal brand, you could be missing a huge opportunity.
Looking back, is there anything you wish you'd known before becoming an entrepreneur in this space?
Yes - so many things! Dentistry teaches you how to treat patients and fix teeth but not how to run a business. So, I've had to learn a lot about sales, marketing, recruitment, leadership and finances. If I could go back, I would have started developing those skills sooner, recognising now that they're just as critical as clinical ability when you're building a brand.
Lume Dental has shown you have a natural business talent for understanding people and culture, as well. But what's next for Lume Dental?
To put it in a nutshell: growth. I've spent a long time laying the groundwork, building the team, refining our processes and defining the brand. Now, we're ready to take things further and grasp whatever opportunities may be out there. The sky is the limit but the ultimate aim is to become the go-to brand for anyone looking for natural, personalised smile enhancements.
For further information visit Lume Dental [2]