Pure Smiles is a family-run dental practice in Fulham, established in 2009, that puts patient relationships and clinical quality ahead of volume. Founded by brothers Dr Shiraz Akram and Dr Ayzaaz Akram (BDS Liverpool 1995, GDC 70996), we practise slow dentistry at both of our SW6 locations — 257 New Kings Road, SW6 4RB and 750a Fulham Road, SW6 5SH.
We are not a high-turnover dental chain. We are an independent, family-run practice where you see the same dentists at every visit and build a genuine long-term relationship with your dental team. Some of our patients have been visiting us for generations.
As members of the British Dental Association Good Practice Scheme since 2012, and registered with the Care Quality Commission, Pure Smiles meets the highest standards of clinical governance and patient care. learn more
Slow dentistry means giving every patient the time they need — no rushed appointments, no cutting corners and no pressure. This approach benefits both your dental health and your experience in the chair.
| Benefit | What It Means for You |
|---|---|
| Longer appointment times | Your dentist has time to examine thoroughly, not just quickly |
| Higher clinical accuracy | More time means fewer missed issues and better treatment outcomes |
| Reduced patient anxiety | A calm, unhurried environment puts nervous patients at ease |
| Enhanced safety | No shortcuts on sterilisation, diagnosis or treatment planning |
| Better communication | Time to ask questions and understand your treatment options |
For patients with dental anxiety, slow dentistry is particularly valuable. Dr Ayzaaz Akram is a qualified clinical hypnotherapist who can help patients manage fear and stress during appointments. We also have ceiling-mounted TVs in our surgeries so you can watch Netflix during treatment — a small detail that makes a real difference to how relaxed you feel. learn more
Pure Smiles offers a full range of cosmetic dental treatments alongside general dentistry. Whether you want straighter teeth, a whiter smile or a complete smile transformation, our Fulham dentists can help.
We also offer facial aesthetics including dermal fillers and anti-wrinkle injections, carried out by our experienced dental team in a clinical setting. learn more
Pure Smiles is rooted in the Fulham community. We treat NHS and private patients at both locations, and our patient base spans families, professionals, and long-term residents of SW6 and the surrounding areas including Chelsea, Parsons Green and Hammersmith.
Being family-run is not just a label. It shapes how we operate day to day — from the warm, personal welcome you receive at reception to the way our dentists take time to explain every treatment option clearly.
Whether you are looking for a new regular dentist in Fulham, need a specific cosmetic treatment, or want a practice that genuinely understands dental anxiety, Pure Smiles is here for you.
Contact us on 020 7736 6276 to book your appointment, or visit us at either of our Fulham practices. We look forward to welcoming you. learn more
Yes, Pure Smiles treats both NHS and private patients at our Fulham practices. NHS dental care covers routine examinations, fillings and extractions. Cosmetic treatments such as teeth whitening and Invisalign are private treatments. Contact us to check current NHS availability.
Your first visit includes a thorough dental health examination, including mouth cancer screening, a discussion of your dental history and any concerns, and a personalised treatment plan if needed. We take the time to get to know you — first appointments at Pure Smiles are never rushed.
Absolutely. Slow dentistry is at the core of everything we do, and our calm, unhurried approach is specifically designed for nervous patients. Dr Ayzaaz Akram is a qualified clinical hypnotherapist who offers hypnotherapy for dental anxiety. We also provide sedation options and have ceiling TVs so you can watch something relaxing during treatment.
Pure Smiles has two locations in Fulham, South West London: 257 New Kings Road, SW6 4RB and 750a Fulham Road, SW6 5SH. Both practices are easily accessible from Parsons Green, Chelsea and Hammersmith.
