Come Take A Tour Of Smile & Co #2

Hey friends!

I have been waiting to write this newsletter for a long time.

If you have been following along with the Making Of Smile and Co. #2 series you already know the backstory. The emotional decision. The building I fell in love with on my birthday. The two years of construction, permits, surprises, and setbacks that came before any of this was real.

But today we get to the good part.

Today I get to show you what we built.

When I started designing this space I had one reference point. A Pinterest board full of boutique hotels, upscale restaurants, and New York resorts. Not a single dental office in sight. Because the whole point was that it would not look like one.

I told my architect I wanted neutrals. Blacks. Clean lines. Something timeless that I would never get sick of. If Tom Ford designed a dental office, what would that look like? That was the brief.

And I think we got there.

Here are some of the details I get asked about most:

The Cosmetic Wing
This is the part I am most proud of. The entire left side of the building is dedicated to our cosmetic patients. A photo studio with a black wall and professional light boxes. A private restroom with river rock flooring that feels like a spa. A concierge desk. And my personal office with a couch and TV for patients who are in the chair for long procedures.

When patients walk into that space they always say the same thing. They have never been to a dental office that feels like this.

That is exactly what I was going for.

The Furniture
The patient lounge is anchored by a white sofa from Rove Concepts that my team Scotchguards religiously and I would choose again without hesitation. Chairs from West Elm. Chandeliers from Crate and Barrel and CB2. Hardware throughout the office is all matte black with a few brushed gold details.

The Scent
The moment patients walk in they always ask what that smell is. We use a hotel collection diffuser that puffs the most luxurious scent through the office every thirty minutes. It makes such a difference in how a space feels and I cannot recommend it enough.

👉 Shop The Hotel Collection Diffuser Here

The Coffee Bar
No Keurigs here. We have a single serve machine that grinds fresh beans for every single cup. Patients choose their size and intensity and it brews just for them. We also have sparkling waters, flavored syrups, and creamers because the experience starts the moment someone walks through the door.

👉 Shop The De'Longhi TrueBrew Coffee Maker Here

This Week On The Making Of 🎙️

Listen To The Full Episode On

Spotify Podcasts / Apple Podcasts

In this week's episode Collin and I walk through all of this in detail. The Pinterest board. The $200,000 lighting package that got vetoed. The $45,000 fireplace that never made it off the mood board. The design box that arrived from Denver. And the advice I wish someone had given me before I ever picked a single finish.

We also talk about what I would do differently and the one piece of advice I want every startup doc to carry with them before they even think about picking out hardware.

Know your long game. Then design around it.

The Making Of Moment

One of my favorite things about this office is that Smile and Co #2 - Smile Design Studio is now on other dentists' Pinterest boards. I did not know that until recently and honestly it gave me chills.

Because that is exactly what we were going for. Not just a beautiful space. A space worth aspiring to. A space that proves that dentistry does not have to look like dentistry.

If you are in the design phase of your build right now, dream big. Just also know your budget. And know that even with every compromise we made along the way, the office is still everything I imagined it would be.

Until next week,

💛 Dr. Ashley Joves

Find me @ashleyjovesdds / @themaking.of / www.themakingofpodcast.com

P.S. Don’t forget to leave a review on Spotify or Apple Podcasts—it helps other dentists find us and fuels this mission we believe in so deeply.