Written by Gregory Gray, Monday 31 March 2025
Nestled in one of London’s most sophisticated neighbourhoods—where baristas know your order and boutiques still handwrite thank-you notes—there sits a dental practice unlike any other. Pure Smiles doesn’t announce itself with gaudy signage or polished platitudes. It feels more like a home than a clinic. The lighting is soft. The welcome is warm. The smell, mercifully, is never of antiseptic.
Behind this serene front lies a philosophy shaped not by trend but by temperament. Dr Ayzaaz Akram and his brother, Dr Shiraz Akram, aren’t interested in running a volume-driven chain. They are interested in lives—your life, your family’s wellbeing, your sense of trust when seated in that vulnerable chair.
“We’ve grown up here,” says Dr Ayzaaz, his tone equal parts clinician and confidant. “We know the community. We serve the community. What we build must reflect that.”
In a metropolis that thrives on efficiency and expedience, the very idea of “slow dentistry” can sound quaint. But at Pure Smiles, it’s quietly revolutionary. Appointments are deliberately longer. Conversations are never rushed. Procedures are planned with elegance rather than haste. The result? A place where nervous patients breathe a little easier—and where clinical outcomes, paradoxically, improve by taking more time.
“Time builds trust,” says Ayzaaz. “And trust builds results.”
For patients with dental anxiety—whether from childhood trauma or long-term avoidance—the shift is transformative. Hypnotherapy and breathwork, previously the domain of spas and studios, are now central tools in the practice’s approach. These aren’t gimmicks. They are invitations to reframe the experience. To soften the dread.
“It’s not about distraction,” he explains. “It’s about presence. Helping people feel seen, not just treated.”
Many clinics use the word ‘family’ as a marketing shorthand. At Pure Smiles, it’s literal. The Akram brothers have built a practice that reflects their own values of hospitality, humility and harmony. Staff turnover is low. Relationships run deep. The tone is calm, not clinical.
Patients are known by name. Preferences are remembered. And though the interiors might suggest luxury, the welcome never drifts into exclusivity. This is dentistry without condescension. A service that respects time-poor professionals, anxious retirees and curious children alike.
In one quiet exchange during our visit, a team member adjusts a treatment room light—“Ayzaaz prefers it this way for nervous patients”—a small but telling detail that reveals a culture of attentiveness.
There’s something almost subversive about Pure Smiles’ success. It hasn’t relied on celebrity endorsements or social media stunts. It has grown through word of mouth—the old-fashioned way. Because when something truly works, people talk.
“We’re not here to build an empire,” says Dr Shiraz. “We’re here to build trust.”
This ethos has allowed Pure Smiles to flourish in a city where flash often outpaces substance. But don’t mistake their humility for small ambition. The brothers are committed to expanding access, deepening expertise, and ensuring that private care can still be profoundly personal.
From Fulham to the greater West London area, the Akram name is quietly becoming synonymous with a new kind of healthcare: one rooted in kindness, elevated by intelligence, and sustained by integrity.
If you’ve spent too long dreading the dentist—or if you simply long for a gentler, more grounded experience—Pure Smiles may surprise you. Not because it dazzles, but because it listens.
Visit www.puresmiles.co.uk to book a consultation and discover a new kind of care—right in the heart of Fulham.
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