Fulham Dentist: Pure Smiles – Dentistry With A Difference

Fulham Dentist: Pure Smiles – Dentistry With A Difference

Shiraz, Jo and Ayzaaz

‘Always smiling, friendly, kind and gentle. They are the best dentists around.’ – Liz Wilson

Dr Ayzaaz and Dr Shiraz Akram have a distinctive approach to dentistry. Whether it is investing in high-precision digital technology, using hypnotherapy or dressing as SuperHeroes while treating children, it is all done with one fundamental aim: to deliver the best outcome and an
excellent patient experience.

The brothers joined professional forces at the Pure Smiles practice in Fulham Road in 2009 (that is now their hygiene centre) and then opened the New Kings Road premises for dentistry in 2016. As you would expect from a traditional family practice, Ayzaaz and Shiraz cover most dental disciplines; less expected is that their work is driven by the benefits of digital technology.

‘You won’t find impression moulds at Pure Smiles,’ explains Ayzaaz. ‘Computerdesigned solutions allow us more flexibility in devising treatments and take out the guesswork. The perfect example is our smile design makeover: advanced 3D techniques enable us to show patients the final result before we begin treatment, allowing them to be engaged in the process.’

Of course, the prospect of visiting the dentist makes many patients nervous and Ayzaaz and Shiraz address that issue in a typically creative way. Ayzaaz is a Clinical Hypnotherapist and he teaches patients anxiety-controlling techniques and, for young patients, Pure Smiles holds Children’s Days with entertainers on site and the brothers attired in SuperHero kit. ‘We also have a secret weapon in Kiki our therapy dog,’ smiles Shiraz. ‘She has a wonderfully calming temperament and is very popular – many patients come just to see her!

Shiraz, Kiki and Ayzaaz

‘Whether you need a routine check-up, cosmetic treatment or teeth straightening, one key concept underpins our philosophy, and that is Slow Dentistry. We don’t focus on providing a treatment in a set time: we focus on results that, with the correct hygiene plan, will last for years to come.’

If you mention Hammersmith & Fulham Locals magazine when booking an appointment, you will receive a £50 credit for any subsequent treatment. *T&C’s apply

Pure Smiles
257 New Kings Road
Fulham SW6 4RB
750a Fulham Road
Fulham SW6 5SH
020 7736 6276


Photography: #AnnabelMoellerPhotography