Forget dingy waiting rooms and unhappy memories, Cambridge Dental is here to transform our pearly whites like no one else can, finds Alex Fice
The tale of how Cambridge Dental came to be starts with a good old-fashioned love story. “We met at university – he dropped something, I reached for it, he reached for it. Our hands touched, our eyes met…” reminisces Dipali Chokshi, describing her first encounter with her future husband and business partner, Amiras.
After this meet-cute, they completed dental school and went on to run two NHS practices in rural Cambridgeshire, but the dream was always to settle in central Cambridge, as the London-born couple had fallen in love with its appealing combination of city living and community spirit. When a tired old practice became available in the city centre, the pair leapt at the chance to start up on their own.
Together, they faced the trials and tribulations of starting any business from scratch, and all the teething problems that come with it. A priority was to find a strong USP, setting them apart from existing dental surgeries. “In order to stand out from the crowd, we had to do two things differently,” says Dipali. “We have to look different, and make people feel different when they come here. And we have to offer innovative dentistry – the kind you can’t find elsewhere in Cambridge, which people would travel to London for.”
They settled on a selection of cosmetic dentistry and implant treatments that would appeal to people living in Cambridge and beyond – including smile makeovers, teeth straightening and composite bonding. Cambridge Dental has attracted clientele from Norwich, Peterborough and even Birmingham, demonstrating that there is an appetite for high-end cosmetic dentistry outside of the capital – a big toothy gap in the market for Dipali and Amiras to fill!
A talented team of dentists, hygienists, nurses and specialists provide the backbone of Cambridge Dental, delivering outstanding treatment and taking the time to establish meaningful relationships with each client. But it’s the look and feel of Cambridge Dental that makes it truly unique. Gone are the clinical white walls and sterile scents: at Cambridge Dental, you’re met with Instagram-friendly interiors and a sense of tranquillity.
The chic aesthetic was masterminded by Dipali herself, who discovered a knack for interior design during lockdown. “I realised I was actually rather good at it, and wanted to pursue it further. When my husband told me he wanted to buy another practice – which would double our workload – I said, ‘What’s in it for me?’ He said, ‘If you let me buy the practice, I’ll let you design it!’”
And so Dipali had free rein over the refurb, opting for bold, quirky designs that evoke the feel of a boutique hotel – and help to dispel anxiety often associated with the dentist. There’s a subtle thematic thread throughout, with the colour palette paying homage to the surroundings. “The area has a wonderful history. I wanted to tap into that – the Cambridge blue on the walls, the botanical artwork and wallpapers, it’s all out of respect for the history of the city,” she explains. This attention to detail hasn’t gone unnoticed. In 2021, Cambridge Dental won the Best Brand and Design in the south of England at the Private Dentistry Awards, recognising Dipali’s game-changing approach to how a practice can look and feel.
It’s still early days, but Amiras and Dipali’s unwavering commitment to providing a bespoke dental service – unlike anything seen in Cambridge – is bound to stand them in good stead. You never hear people say how much they’re looking forward to the dentist. But Cambridge Dental might be about to change that.
You can follow Dipali on Instagram: @dentist_that_decorates
