How I Did It: Chelsea Dental Clinic

Rhona Eskander opens the door to her refurbished and transformed dental practice in one of London’s most exclusive areas.

I had been working at Chelsea Dental Clinic in 2017 when the owner told me he was looking to retire. It presented an interesting opportunity, so in 2020 I became the new owner of the practice.

Before I took it over, Chelsea Dental Clinic had been a failing practice. It had changed hands five times; no one seemed to be able to make it work. Three days after I bought it, in March 2020, we went into lockdown because of COVID-19. The timing couldn’t have been worse!

Although the previous owner had made some changes, significant investment was required to transform it into the practice my heart desired. At that point, the practice had a team of three and I was seeing one patient a month. Now, we are a team of 25 who are all fully booked six months in advance.

From the moment I took over the clinic, I knew I wanted to expand into the basement area to grow to five surgeries. I felt that it would enhance the working space for the staff, create better a workflow, and would also uplift the patient experience. 

The challenge was to stay open while we expanded. In 2022, practice manager Amy rose to the challenge, undertaking the project management of the expansion. It was completed in 2024.

The look

The aim was to create a warm and welcoming environment where patients don’t feel rushed. I didn’t want a sterile clinic design, but a calm, cool and contemporary space.  We took our time and carefully considered space, lighting, fabrics, and colour pallets. Little details matter – even down to our very own bespoke scent to make patients comfortable.

The plan was to promote wellbeing through a holistic and multisensory experience by combining contrasting textures, soft colours, technology, comfortable furniture, ambient lighting, artwork and planting.

The brief

The new look of Chelsea Dental Clinic was a concept conceived by architect Tanya Eskander, who also happens to be my sister! The brief was for a contemporary clinic design: soft curved walls, organic forms and earthy textures that take inspiration from the microscopic structure of bone while instilling serenity and wellbeing. All while working within the existing architectural footprint.

To achieve this, the clinic’s interiors combine contrasting textures from an organic, hand chiselled, textured stone and marble desk (weighing more than two tonnes) anchoring the reception, and textured clay walls nodding to the microscopic detail of bone. This is further echoed in the pearly mosaic porcelain tiling in the bathroom.

To put our patients at ease, the colour palette consists of calm and muted colours, snug furnishing and inspiring artwork – no black or blue; it’s a far cry from many stark dental clinics.

Show-stopping frontage

We used a combination of textures that bring tactility from the moment patients see the practice. On the approach, patients are greeted with a sage green rendered facade with glass windows and a timber frame. Behind the glass, abstract organic sculptures populate window displays – and we often see passersby stopping, seemingly captivated by them. A sculptural timber door handle invites patients to step inside.

Juxtaposing the earthy solid walls, timber fluting frames the reception desk, breaking up the space and adding warmth.

A curved bench with soft upholstery provides practical seating and is further complemented by soothing abstract artwork, injecting pops of colour and balancing the gentle muted tones. 

Lighting is refined and minimal, balancing practicality and ambiance through spot lighting, recessed lighting and sculptural lamps.

We used a whitewashed timber floor throughout the reception area to add warmth and tranquillity. This is complimented by a mossy soft pile green carpet, tall, dried grass in planters flanking the seating areas and a fresh green scent that spills throughout the space.

One feature that has been hugely popular is the ceiling ‘mirror’ at the centre of the reception. People are surprised that it’s not a real mirror (which would be too heavy), but specialised reflective clingfilm that was pulled tightly on installation. It reflects the space, bringing lightness, and has featured in many Instagram shots!

Team spirit

I’d like to say that transformation was easy, but the journey was not smooth sailing. I realised quite early on that some of the existing team did not share my vision for Chelsea Dental Clinic. This resulted in a couple of resignations as our outlook and values were not aligned.

We now have a strong, close-knit team that runs like a well-oiled machine. Looking back, I’d say the biggest shift has been moving into true multidisciplinary care – bringing experts together under one roof to deliver the best outcomes for patients. That evolution has been incredibly fulfilling.

When it comes to the team, I invest heavily – and not just professionally, but also emotionally and culturally. We hold regular team meetings, off-site retreats and shared experiences, whether that’s countryside getaways, reflective talks, or practices some might call ‘fluffy’, like sound healing or meditation.

All team members have a personal development plan and are committed to further training, which is paid for by the practice.

I genuinely believe team culture is fundamental. When people feel aligned, supported and inspired that energy translates directly into patient care.

As a clinician, your focus is entirely on the patient and their care, but as a business leader, your responsibility expands to the whole ecosystem, the team, the culture, finances, operations, and keeping everything running smoothly.

It often feels like switching between two hats – my clinician hat and my business hat, sometimes on different days, sometimes in the same hour.

But holding all of that together while still showing up fully for your patients is a wonderful feeling.

Marketing

Chelsea Dental Clinic led initially on the much-loved ‘Chelsea Look’ and the six different styles of smile makeover that we can provide. However, we have pivoted from that and now offer a more holistic and ongoing approach to our patients. Our target demographic is adults aged between 25 and 45 years.

As one of the first female dentists using social media and influencer marketing, I knew this would help attract patient enquiries. My desire to change the public narrative around dentistry hasn’t changed, but thankfully my days of sitting outside ITV, hustling, and pitching directly to the press are over. We now employ an external media team that have helped us garner coverage.

We’ve also found that, as we work so hard on our patient journey, one of our most significant sources of new patients is personal recommendation.

The future

Always being willing to pivot has ensured we stay true to delivering truly multidisciplinary, deeply personalised care. Dentistry is becoming increasingly saturated with cookie-cutter approaches, but Chelsea Dental Clinic has always offered something different.

Looking to the future, we have exciting plans to expand into other areas of health and beauty, including minor surgical procedures to improve breathing, overall health, and orthodontic outcomes. The vision is an all-inclusive approach that doesn’t just change smiles, but positively impacts lifestyle and long-term wellbeing.

Watch this space!