Private Dentistry Awards 2024 winner Ahmad Nounu shares his personal journey in dentistry, highlighting his growth, challenges and dedication to excellence.
In the world of modern dentistry, few professionals manage to blend clinical expertise with visionary entrepreneurship as successfully as Dr Ahmad Nounu. A cosmetic dentist by trade, Dr Nounu’s journey has been marked by determination, creativity and a relentless pursuit of excellence, traits that have not only shaped his career but have also had a profound impact on the people around him.
From overcoming the early challenges of taking over a struggling dental practice to becoming a prominent figure in cosmetic dentistry, Dr Nounu’s story is a testament to perseverance, self-growth, and passion for his craft.
Here, he shares personal insights into the path that led him to where he is today and the principles that continue to drive him forward.
Can you tell us about your background and what initially drew you to dentistry?
I graduated from Bristol Dental Hospital in 2008. Science has always been a strong interest of mine, but I’ve also had some artistic flair. Dentistry appealed to me because it naturally blended those two passions.
I had to choose between medicine and dentistry, and I thought dentistry might give me more creativity and flexibility.
When I joined the British Academy of Cosmetic Dentistry (BACD), my perspective on dentistry truly broadened. I started to see what was possible regarding cosmetic and aesthetic work.
Dentistry became not just a job but a craft – one where I could constantly refine my skills while making a tangible difference in people’s lives.
You took over Black Swan Dental Spa at a young age. What inspired you to take such a bold step?
Taking over Black Swan was definitely a daunting decision. I was just 27 years old, and the practice was failing financially. The previous owner, Steve Davis, had suffered a horse-riding accident and could not continue, so he offered me the opportunity to take over.
I didn’t have the financial resources or the business experience then, but I could see the potential in the practice.
It was a huge learning curve for me, both personally and professionally. But I’ve always been driven by a vision of creating something better.
It wasn’t just about running a successful practice – it was about turning a struggling business into a thriving space where I could offer high-quality, innovative dental care.
What role did mentorship play in your early career and who were your biggest influences?
Mentorship has been crucial throughout my journey. Early on, I had the chance to work with incredible mentors who shaped my career.
Neil Gerrard played a massive role in my development when I was shadowing him in Bristol. He exposed me to high-end cosmetic dentistry, which opened my eyes to what was possible.
In terms of business mentorship, Alun Rees significantly influenced my early days of practice ownership. He helped me understand the business side, which was entirely new.
On the clinical side, Chris Orr’s course helped deepen my interest in aesthetic and restorative dentistry.
Later, my training with Frank Spear in Arizona was a turning point for my skills in advanced restorative work.
These mentors didn’t just teach me technical skills but helped shape my overall vision of what I wanted to achieve in dentistry.
What have been the biggest challenges in your career and how have you overcome them?
The challenges have been constant, but they’ve also been incredibly educational. One of the biggest challenges, especially early on, was accepting that you can’t control everything.
With a growing practice, managing staff and balancing clinical work with the business side was initially overwhelming. There were moments where I felt I was in over my head; the turning point was realising that I didn’t need to do everything myself. I learned to delegate and trust my team.
On the clinical side, the quest for perfection can sometimes feel like a never-ending journey. I’ve always wanted to push myself to be better and provide the best possible care for my patients, but the more you learn, the more you realise how much there is still left to learn.
‘Taking risks, making sacrifices and not being afraid to fail have been critical lessons for me’
It’s a constant process of self-improvement, and I’ve embraced that. It was one of the main reasons I created the PDM (Professional Dental Mentoring) course: to help guide younger dentists through this learning curve and give them the support and knowledge they need to succeed.
Another challenge was making the financial decisions required to keep the practice afloat in its early days. Managing cash flow while growing the business was tough, but I approached it one step at a time.
Taking risks, making sacrifices and not being afraid to fail have been critical lessons for me.
What drives your passion for dentistry, and how do you continue to stay motivated after more than a decade in the profession?
The combination of artistry and science keeps me motivated. Dentistry allows me to express my creativity while engaging with the science of making things work effectively for patients. However, seeing the impact we can have on someone’s confidence and wellbeing is most fulfilling.
In many ways, it feels like I’m still learning and evolving. Each case presents a new challenge, and I enjoy that aspect of continuous improvement.
I’ve also found motivation in mentoring younger dentists and sharing my knowledge. Passing on my knowledge and seeing the next generation of dentists excel drives me forward.
What advice would you give to young dentists starting out in their careers?
I suggest you take your time and focus on the fundamentals.
Too often, young dentists want to rush into advanced treatments like dental implants or cosmetic work without mastering the basics. But the reality is that you will struggle when things don’t go as planned if you don’t have a solid foundation.
Learn how to diagnose correctly, get patients out of pain, and understand core dentistry before you move on to the more complex treatments.
Also, don’t fear making mistakes – they’re part of the learning process. Dentistry is a long-term career; the more patient you are with your development, the better you’ll be in the long run.
How has technology impacted the way you practise dentistry?
Technology has been amazing, to be completely honest, and it’s really helping us out significantly, especially if we understand how to use it well. But there are two sides to this.
On the one hand, it’s a fantastic tool that makes our lives significantly easier – everything from digital scanners to 3D imaging allows us to work more efficiently and provide more precise treatment planning.
However, what could be improved is the fundamental understanding of why things work the way they do. Some aspects of basic dental knowledge are lost because of over-reliance on technology.
For me, technology must be a tool to enhance our skills rather than a crutch that replaces our clinical understanding.
If things don’t go as planned, you must know how to troubleshoot without relying solely on tech.
So, while it’s an incredible asset, it should never replace our foundational knowledge as dentists.
What does the future hold for you?
I want to continue pushing the boundaries of what’s possible in private dentistry. I see myself playing a more active role in mentoring and educating the next generation of dentists.
There’s a lot of potential in private dentistry that we haven’t fully tapped into yet, and I want to be part of driving that change.
I’m still committed to learning as much as possible regarding my personal growth.
Dentistry is constantly evolving and there’s always something new to explore. It’s about staying curious, humble and challenging myself.
This article first appeared in Private Dentistry magazine. To receive a copy, sign up to Dentistry Club.
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