AND SHE SMILES

With no formal training in dentistry or business management, GRACE CHONG-TAN built a formidable chain of dental practices that disrupted the industry. Crystal Lee speaks to the fearless entrepreneur on how she navigates new frontiers.

- Crystal Lee

In the 1990s, a visit to the dentist wasn't so different from seeing a doctor. You go when you have pain, or when it's time for a routine checkup. As well, the dentist's chair wasn't a pleasant place to be given all the prodding and shaming about bad brushing, so appointments were mostly made out of necessity.

Smile Inc. Dental Surgeons set out to change that. Established in 1997, it was the first in Singapore to introduce laser teeth whitening; the first to vacuum-pack and sterilise instruments at no additional cost; the first to fully digitise its operations; one of the first to use digital radiography; and the first dental brand to open duplex clinics. Placing patient experience at the fore, its clinics were also designed to be luxurious, inviting and relaxing. In the last 25 years, as it swept up a slew of awards and accolades for its pioneering initiatives and top-notch hospitality, Smile Inc. has shifted public perception of the dental industry - from one that is reactive and fear-based to one that is cosmetic and confidence-boosting.

At the helm of this trailblazing company is Grace Chong-Tan, who co-founded Smile Inc. with her dentist husband Rex Tan. Neither a dental or business professional then, Grace is proof that boldness, foresight and a can-do attitude are ingredients for success. "I'm a person who likes new challenges," she says. "I'm always looking for something new, something untouched and making the best of it. When it's done well, I move onto the next thing."

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