Michelin Star Moves: The Smile Design Process

Dr. Ashley Joves sits down with co-host Collin Al-Samarrie to walk through how Smile & Co. approaches cosmetic cases, from the first consult to the sneak peek reveal, and why she built this into her practice in the first place.

Where It Started

Ashley's interest in aesthetics began in dental school as part of NYU's honors aesthetics program, taught in part by a then up-and-coming Dr. Michael Apa. She later completed a highly competitive three-resident program outside Philadelphia, where weekly specialist-led sessions gave her hands-on experience across surgery, perio, and complex case planning.

Finding Her Niche

Ashley initially considered orthodontics before dental school but found her calling in the artistry of general dentistry instead. After years of "bread and butter" work as an associate, including an implant residency she ultimately stepped back from, she didn't return to cosmetics full time until opening Smile & Co. in 2017.

The Digital Smile Design Process

Patients start with a virtual or in-person consultation, Kois-protocol photos, and an iTero scan sent to Ashley's ceramist for an initial digital design. Weeks later, patients return for a "sneak peek" try-in day using Luxatemp, a no-drill preview Ashley calls the test drive before commitment.

Setting Expectations

Ashley reframes the "cement day" as a "try-in day," to remove pressure from the process. Patients are told upfront that a smile may take more than one try to get right, and that dentistry isn't meant to last forever given how hard people are on their teeth.

Vanity vs. Need

Ashley pushes back on the idea that cosmetic dentistry is purely vanity, pointing to Kois' teaching that healthy enamel should wear only one millimeter every 150 years. Visible chipping, thinning, or shortening are signs of an active disease process, not aging or vanity.

Looking Ahead

Ashley shares her longer-term goal of building Smile & Co. to a place of profitability that allows for more charity smile work, referencing past "Give Back a Smile" cases. The conversation closes with a teaser for an in-person TMO community meetup.

Thank You to Our Partners

• Net32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.
• Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vsl
• Kasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.

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