City bonuses fuel boom for dentists

Dental practices are experiencing a boom fuelled by City workers paying for cosmetic dentistry.

James Goolnik, a director of the British Academy of Cosmetic Dentistry, said his clients were spending up to £4,000 on two or three appointments because they expected big bonuses. He said: "They do it to portray a positive image to clients and headhunters, to keep up with colleagues - and if they have a hot date. Cosmetic dentistry is booming.

"It's a feelgood factor. City workers know the profits they have generated - they can work out the bonuses they are likely to get, so they spend in advance."

Sales at his City dental practice rose by 16 per cent to £1million in the year to last month, Mr Goolnik said.

The British Dental Association said a more recent trend was for laser tooth whitening, which made the process quicker than bleaching. Dentists are soon to launch the British Academy of Cosme t ic Dentistry as demand rises.