Meet Catrise Austin | Cosmetic Dentist & Celebrity branding

We had the good fortune of connecting with Catrise Austin and we’ve shared our conversation below.

Hi Catrise, how did you come up with the idea for your business?
In 1996, I graduated from University of Maryland in Baltimore. I wasn’t quite ready to enter the real world of dentistry so I decided to move to New York City to do my general practice residency. I thought that it would be a good I could hon my dental skills and build my speed. My plan was to only be in New York for just a year but I have to tell you, I had the time of my life that year hitting the music scene, comedy scene, and meeting so many cool people including celebs…I didn’t want to leave!

So In 1997 when I completed my residency, I decided to stay and find a job as a dentist. So I turned to the newspapers’ “help wanted section” and I answered crappy newspaper ad after newspaper ad. I felt like I was speed dating dentist and looking for the perfect match. I started crappy job after crappy job only to get paid pennies. I had to ask myself, “Is THIS what all the money, tears, and struggle of dental school was for”? It can’t be!

One day, a comedian friend said, Catrise…you’re hanging around us…you can be like the “dentist to the stars” and have your own business. We’d prefer to come to you because you’re not like those other dentist, you’re one of us! I looked at him and said, “Yes…dentist to the stars!” And at that moment the 25 year veteran celebrity dentist that you’re looking at today was born!

Now In 1998, there was no blueprint back then on how to do it. The good ole “fake it til you make was in full effect”. I put my picture on a business card and flyers with Dr. Catrise Austin…dentist to the stars on it and passed those babies out everywhere until one day…it actually worked…it was in Sean P Diddy Combs restaurant that I met the legendary singer Mr. Isaac Hayes who literally changed my life by becoming my first celebrity client.

So today I’m here to encourage each and every one of you to build a personal brand. Whether you are an employee of a dental brand, entrepreneur, or influencer, you’ll become more valuable and sought after when you build not only a personal brand but a “celebrity personal brand”.

When I talk about becoming a “celebrity” I’m simply talking about it at its core definition which is…the state of being well known and everyone knows who you are. The most successful people are not always the best at what they do, more often than not, it the best known.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
So, let me break down my career journey and what sets me apart, what I’m proud of, and how I got here. I call it “The Fame Formula,” comprised of five key strategies:

First off, setting the stage for my brand was crucial. I established my practice, VIP Smiles, and branded myself as “The Queen of Smiles,” even trademarking both to protect them. I targeted celebrities and anyone seeking a confident smile, offering veneers and teeth whitening as signature services. I tackled roadblocks like finances and fear head-on, providing solutions and even teaming up with an anesthesiologist for fearful clients.

Next, maximizing and monetizing social media became a priority. I identified my goals, tailored content to address audience pain points, and made sure my profile was attention-grabbing to stop the scroll. Monetizing through brand deals became another avenue for income growth.

Then, advancing from an unknown expert to a sought-after best-selling author was a game-changer. I penned my first book, “5 Steps to the Hollywood A-List Smile,” in 2009, establishing authority, expanding my network, and standing out from the competition.

Getting booked in the media was another pivotal strategy. I invested in PR to secure features on national TV shows like Dr. Oz and Today, leveraging the exposure to increase credibility and sales.

Finally, networking my way to fame was essential. Crafting an elevator pitch and leveraging it both in person and online helped me connect with key figures in the industry, ultimately propelling my brand forward.

My journey wasn’t easy, but I learned invaluable lessons along the way. Persistence, innovation, and a willingness to adapt were key. Now, I want the world to know that anyone can achieve their dreams with dedication and strategic thinking.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting New York City for a week, I’d make sure they experience the best of what the city has to offer. We’d start with a night of laughs at the Comedy Cellar, then stroll through the iconic Central Park during the day. We’d indulge in fresh seafood aboard the North River Lobster boat, catch a game or concert at Madison Square Garden, and skate under the sparkling lights at Rockefeller Center.

Of course, a trip to NYC wouldn’t be complete without catching a Broadway show, maybe followed by a visit to the legendary Apollo Theatre in Harlem. We’d venture to Brooklyn for some authentic jerk chicken, explore the Hip Hop Museum in the Bronx, and feast on delicious seafood at City Island.

For a touch of glam, we’d swing by Jenny Bui’s for some fabulous nail art, then immerse ourselves in the soulful sounds of jazz at the Blue Note. And of course, no trip to NYC would be complete without indulging in a slice of authentic New York pizza!

Who else deserves some credit and recognition?
I’d like to give a heartfelt shoutout to Dr. Albert Thompson and Dr. Karen Gear, who have been invaluable mentors to me over the years. With their guidance, I was able to fulfill my dream of starting my dental practice, VIP Smiles, in New York City.

I first met Dr. Karen Gear, a black female root canal specialist, back in 1997 through our mutual SBA counselor. She was already established and well-connected, and from the get-go, she mentored me on how to launch my practice on a limited budget. Seeing her success as a woman in dentistry, especially in a field dominated by men in the 90s, was truly inspiring.

When I needed office space to practice, Dr. Gear introduced me to Dr. Albert Thompson, a black male dentist who owned prime real estate on 57th street, right on Billionaires Row. He graciously allowed me to set up my business within his office space, rent-free, until I could build up my client base and generate steady revenue. Without their guidance and support, I wouldn’t be where I am today.

Website: www.drcatriseaustin.com

Instagram: https://www.instagram.com/drcatriseaustin?igsh=MW45ZThiMG5leWt4NQ%3D%3D&utm_source=qr

Linkedin: www.linkedin.com/in/dr-catrise-austin

Twitter: www.twitter.com/drcatriseaustin

Facebook: https://www.facebook.com/profile.php?id=100086967735310&mibextid=LQQJ4d

Youtube: https://www.youtube.com/@DrCatriseAustin-VIPSmiles

Image Credits
Cardi B and Dr. Catrise Austin Courtesy of AllHipHop.com