By: Nia Bowers
Cosmetic dentistry is having a moment. With social media amplifying appearance-consciousness and digital technology making treatments faster and less invasive, more people than ever are investing in their smiles. According to the American Academy of Cosmetic Dentistry, elective procedures have steadily increased over the past five years, with veneers, whitening, and smile makeovers leading the way.
But as the industry grows more commercialized, dominated by Instagram-ready clinics and high-volume practices, Dr. Cooper is charting a different course.
At Bella, his Atlanta-based practice, there’s no emphasis on upselling or standardized treatment plans. Instead, Cooper has quietly built one of the region’s respected practices by focusing on something surprisingly rare: listening.
“People come in expecting a dentist,” Cooper explains. “What they get is someone who actually wants to understand why they’ve been hiding their smile for 10 years.”
This shift in tone has made him a distinct outlier in the field. While many clinics prioritize conversions and cosmetic trends, Cooper’s team treats every patient interaction with care, empathy, and attentiveness. The first consultation isn’t just a medical evaluation, it’s a conversation.
“We don’t do cookie-cutter anything,” he emphasizes. “We figure out what someone really wants and why and then build from there.”
It’s a sharp contrast to an industry increasingly driven by high-margin procedures and influencer culture. Many practices today function more like beauty clinics, leveraging smile makeovers as part of lifestyle branding strategies. Cooper acknowledges this reality: “There’s a lot of noise right now. Everyone’s selling the same thing. But not everyone’s building trust.”
That difference matters. Cooper recalls a patient who arrived feeling burned out, dissatisfied at work, and low on confidence. A minor correction, a simple adjustment to his upper teeth, became the catalyst for profound change.
“He lost weight, quit his job, started a business,” Cooper shares. “All from a dental procedure. But the real change was internal. We just sparked it.”
This human-centered model is fueling Bella’s growth, not viral videos or celebrity endorsements. Word-of-mouth stories about patients reclaiming their self-worth are what set Cooper apart.
Still, the journey hasn’t been easy. Managing Bella’s rapid growth while staying personally connected to patients presents ongoing challenges. “Balance is a myth most weeks,” Cooper admits. “But I’m lucky, I’ve got a grounded team, a supportive family, and my faith. That’s what keeps me upright.”
Looking ahead, Cooper is optimistic about the future of cosmetic dentistry. With advancements like AI-driven imaging, 3D printing, and faster aligners, treatments are becoming more precise and patient-friendly. And with more women entering the field and younger patients prioritizing aesthetics, there’s potential to reshape not just outcomes, but how care itself is delivered.
“We have a shot to redefine what this field looks like,” he says. “Not just slick branding or tech but actual human connection. We should be training dentists to listen as much as they learn to drill.”
For Cooper, Bella isn’t just a business, it’s a platform. A place where careers are built, patients rediscover their confidence, and a new standard of care can emerge.
“I don’t want to just grow for the sake of numbers,” Cooper says. “I want to grow so we can hire better, serve deeper, and leave a legacy. Because at the end of the day, it’s not really about the teeth. It’s about the person behind them.”
Disclaimer: The content is for informational purposes only and should not be construed as medical advice. All procedures, treatments, and outcomes discussed should be evaluated by a licensed professional before making any decisions. The article aims to highlight the approach and philosophy of Dr. Cooper and his practice, but individual experiences may vary.
