A family-run dental practice offers something that large corporate dental chains cannot replicate: genuine continuity of care, personal relationships and a commitment to the local community that goes beyond business. Pure Smiles in Fulham has been family-run since 2009, serving patients across SW6, Parsons Green, Chelsea and the wider South West London area.
Choosing a family dental practice is not just about personal preference. It is a decision that directly affects the quality, consistency and comfort of your dental care.
At a family-run practice, you see the same dentist at every appointment. This is not a small detail — it is one of the most important factors in long-term dental health. When your dentist knows your history, understands your concerns and has treated you over months or years, they can spot changes, track developing issues and make better clinical decisions.
At corporate dental chains, high staff turnover means you may see a different dentist each time. This disrupts the continuity that makes preventive dentistry effective.
| Factor | Family-Run Practice | Corporate Chain |
|---|---|---|
| See the same dentist | Yes — consistent relationship | Often no — rotating staff |
| Dentist knows your history | Detailed personal knowledge | Relies solely on clinical notes |
| Treatment philosophy | Consistent approach over time | May vary between different dentists |
| Staff turnover | Low — stable team | Often high |
| Appointment flexibility | Accommodating and personal | Typically rigid scheduling system |
Dental anxiety affects a significant proportion of UK adults. Familiarity with your dental team — knowing who will greet you at reception, who will treat you and what to expect — significantly reduces anxiety levels. At Pure Smiles, we practise what is known as “slow dentistry.”
Slow dentistry is not about taking longer than necessary. It is an approach that prioritises unhurried consultations, clear explanations and a relaxed pace — giving anxious patients time to feel comfortable rather than rushing through treatment. learn more
A family-run practice is invested in its local area in a way that a corporate chain, managed from a central office, rarely matches. Pure Smiles has been part of the Fulham community since 2009. Many of our patients have been with us from the beginning, and we now care for multiple generations within the same families.
This community connection means:
In a family practice, treatment planning is driven by your individual needs — not by targets or quotas. Dr Ayzaaz Akram (BDS Liverpool 1995, GDC 70996) and the team at Pure Smiles take time to discuss all options, explain the pros and cons of each approach and ensure you are comfortable with the plan before any treatment begins.
This personalised approach extends to every member of the family — from children’s first dental visits to complex restorative work for older patients. learn more
| Feature | Detail |
|---|---|
| Established | 2009, family-run since day one |
| Lead dentist | Dr Ayzaaz Akram (BDS Liverpool 1995, GDC 70996) |
| Approach | Slow dentistry — unhurried, patient-focused care |
| Services | General, cosmetic, orthodontics, implants, hygiene, emergency |
| Nervous patients | Hypnotherapy, sedation and slow dentistry available |
| Locations | 257 New Kings Road, SW6 4RB and 750a Fulham Road, SW6 5SH |
| NHS and private | Both available |
Whether you are looking for a new family dentist in Fulham or considering switching from a corporate practice, Pure Smiles welcomes new patients. Call 020 7736 6276 to book your first appointment. learn more
Yes. Pure Smiles provides dental care for patients of all ages — from a child’s first dental visit through to complex restorative and cosmetic treatments for adults. Many families register every member of the household at our practice.
Slow dentistry is a patient-centred approach that avoids rushing through appointments. It prioritises clear communication, unhurried treatment and a relaxed environment. This approach is particularly beneficial for anxious patients and those who have had negative dental experiences in the past.
Yes. Switching dentists is straightforward. We request your dental records from your previous practice (with your consent) to ensure continuity. No referral is needed — simply call 020 7736 6276 to register as a new patient.
Yes. Pure Smiles provides both NHS and private dental care at our Fulham practices. Contact us for information on NHS availability and registration. learn more
