07/17/2026
Story time. In 2018, we bought a dental practice in the Alberta Avenue neighbourhood.
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Other dentists were thrilled for us.
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And by thrilled, I mean they said things like, “You’re going to go bankrupt.” “That’s the hood.” And my personal favourite: “You should go to Windermere.”
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The conventional wisdom was simple: play it safe. Go to the suburbs, chase higher-income families with big insurance plans.
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We didn’t. We did our homework.
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What everyone else saw as a risk, we saw as a community full of people who wanted a dentist who actually gave a damn.
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Inner-city neighbourhoods get written off all the time by people who’ve never spent any real time in them. What they actually have — in abundance— is community. Real, loud, show-up-for-each-other community.
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So we didn’t try to win over the whole city, and we stopped doing dentistry the way it’s always been done. No white coats. No judgment. No pressure.
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We built an experience instead of a transaction.
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Because a filling is a filling. People don’t choose a dentist because of the filling.
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They choose how you make them feel.
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Today, people drive hours to see us, and that little practice on Alberta Avenue has grown into two locations. We will always be so grateful for the Alberta Avenue community for believing in us first. 🙏
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Comfort isn’t a perk.
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It’s our strategy.
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Turns out the “wrong” neighbourhood was exactly the right one. ❤️
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~ Amanda
Norwood Dental Centre | DENTISTRY, DIFFERENTLY
We believe in dentistry, differently! No white coats, judgement, or pressure ❤️
Dr. William Chin + an awesome team of dental pros
Comfort-first dentistry 🦷
Netflix, goody bags & no stress
Open 7 days, evenings + weekends
Alberta Ave, Edmonton