A JOURNEY OF HOPE AND HEALING: FROM ORTHODONTIC PATIENT TO EMPOWERED ENTREPRENEUR

By Sima Yakoby Epstein, DMD

Rooted In Ambition

My life journey started in the country of Georgia, situated at the crossroads of Europe and Asia. My parents arrived in the United States with only $100 in their possession. With a fierce ambition, my father diligently worked 18-hour shifts, driving a yellow Checker Cab, to provide for our family of five. In Georgia, my mother was just one semester away from becoming a doctor and also pursued a career as a professional pianist. Together, they decided to pursue the American dream, and I am their firstgeneration American.

To me, my mother represents unwavering courage and fearlessness. Despite the challenges of an immigrant family, she filled our modest apartment with music and heartwarming home-cooked meals, and her kindness extended to all who needed a friend. My admiration for my parents knows no bounds; they instilled in me a sense of compassion by selflessly giving, even when they had very little, and by upholding their cultural values of nurturing others as a way of showing love and respect.

Their profound influence guided me to aspire to become a doctor. I wanted my mother to witness the fulfillment of the potential she nurtured within me and understand that her sacrifices were not in vain. I am proud to carry on the tradition of their strong work ethic and generosity, and to this day, continue to embrace the belief that the American dream is attainable through hard work and dedication.

Triumph After Tragedy

My career path and current success as an entrepreneur were profoundly influenced by a car accident I experienced at the age of 13 that left me with broken and uneven teeth, necessitating extensive and painful dental work. As a result, I felt vulnerable and insecure about my appearance throughout my teenage years. My parents were supportive but unfamiliar with the English language and had little guidance or understanding of how to navigate the situation. Despite their concern, I was determined to not add to their stress and started taking an active role in my treatment journey.

Over the years of treatment, I developed a deep admiration for the orthodontist who played a vital role in my recovery and well-being. He told me that “great things would come from this life-changing experience” and assured me that “I would change people’s lives.” I aspired to become a similar type of doctor, one who encourages patients and instills confidence in them to navigate any challenges they may encounter during treatment and beyond.

Witnessing the transformation of my smile had a positive impact on my physical appearance and also instilled in me a newfound mental and emotional confidence — sparking a genuine fascination with orthodontics and a profound passion for ensuring patient well-being.

As a result of my personal journey, I found my focus shifting towards a career in orthodontics, driven by the desire to make a meaningful difference in the lives of others, just as my orthodontist did for me.

Path To Entrepreneurship

With this aspiration in mind, I pursued my education at the University of Pennsylvania School of Dental Medicine, where I earned a DMD degree. Following that, I completed my Residency at New York Presbyterian, taught Aesthetic Dentistry at New York University, and worked as a Cosmetic Dentist in New York City before embarking on my career as an orthodontist specializing in Clinical Orthodontics. As a clinician, I began searching for ways to empower patients and make the impact my father and orthodontist had intuitively predicted.

In practice, I witnessed firsthand the struggles children and parents faced when issues arose with their braces or aligners. I frequently found myself on calls with patients crying in the background, parents clearly upset, and both parties frustrated that they were powerless to address the problem at home. The COVID-19 pandemic made this situation even worse, preventing many patients from visiting their orthodontist’s office.

It was during this time that I realized there was an unmet need in the industry for a self-care tool that would allow patients, and/or their caregivers, to address the most common orthodontic emergencies on their own, while simultaneously increasing office efficiencies by reducing emergency visits.

This was clearly an area starving for innovation. Shockingly, approximately 85% of orthodontic patients experience such emergencies during their treatment journey, such as broken wires, brackets, and sharp edges on aligners. As orthodontists, we can do much better for our patients than subjecting them to inconvenience, discomfort, and uncertainty until they can access care.

This is what inspired me to become an entrepreneur and establish my company, OrthoNu. Our goal is to develop products that support orthodontists and improve the experience for people undergoing treatment with braces and aligners. Our hero products, Tweakz for Braces and Aligners, do exactly that with 4-in-1 professional-grade tools specifically designed to allow patients or their caregivers to handle emergencies on their own in between orthodontic visits.

Tweakz marks just the beginning of my vision to change the standard of care and deliver impactful innovation. Currently, we have fourteen patents pending and three that were approved for state-of-the-art tools designed to enhance patient comfort, improve oral health, and contribute to overall well-being.

Fostering Relationships And Giving Back

I am extremely grateful for the love and support from both my personal and professional relationships, which I have always prioritized. Over the years, I have maintained my connection to my alma mater, the University of Pennsylvania. This has led to partnerships with esteemed researchers at Penn’s Dental and Medical schools, as well as Penn’s Center for Innovation & Precision Dentistry (CiPD), in collaboration with Dr. Koo. Together, we have developed and validated two groundbreaking preventive medicine solutions for patients and doctors, and this is just the beginning.

Mentoring has also become a cornerstone of my entrepreneurial endeavors. By devoting substantial time to mentorship, I forge connections with orthodontic residents, guiding them to unlock their limitless potential. My passion to create opportunities and bring visions to life was nurtured by my own mentors — Dr. Marc Lemchen, Dr. Jennifer Salzer, and Dr. Jeffrey Shapiro. These professionals, pivotal figures during my dental and orthodontic education, inspired me to relentlessly pursue the extraordinary.

LOVE, LAUGHTER, AND MOTHERHOOD

When I’m not pursuing my professional passions, I love spending time with family and friends. I derive immense joy from witnessing the radiant smiles on my children’s faces, Sloane and Liam, when they achieve even the smallest of accomplishments. Being their mother is a cherished privilege, and I consider myself fortunate and honored to have them in my life. I also find great pleasure in watching my husband’s elation after a satisfying round of golf. It brings me joy to inquire about his game and share in his triumphs. Our home exudes an atmosphere of warmth, with great music always playing and food prepared with love. This sense of fulfillment and happiness is the natural outcome of setting and achieving daily goals and maintaining discipline to pursue my passions wholeheartedly.

Traveling and immersing myself in diverse cultures and traditions around the world is also a source of love and fulfillment for me. On quieter days, I find solace in spending Sunday mornings with a cup of coffee and a loaded bagel, engrossed in reading the Wall Street Journal. I also treasure moments spent at the beach, savoring the texture of sand beneath my feet and the rhythmic ebb and flow of ocean waves. You may frequently find me driving with the windows down, singing along to the lyrics of my favorite songs, and dancing without inhibition. Creating sweet memories with my precious family and remarkable friends, as well as engaging in or watching tennis, is something I eagerly anticipate.

Tennis served as my father’s avenue to providing my brothers and me with remarkable opportunities, which has fostered a lasting love for the game in our hearts and has also taught us valuable life lessons. Through tennis, we were taught at an early age that you must be willing to work harder than anyone else to achieve your goals and know that sacrifice, love, and respect will help you succeed.

About the author:

Dr. Sima Yakoby Epstein holds a Doctorate of Medicine in Dentistry and Clinical Orthodontics from the University of Pennsylvania School of Dental Medicine. She completed her residency at New York Presbyterian and taught Advanced Aesthetic Dentistry at New York University. She has more than 10 years of professional orthodontic experience and a lifetime of patient experience. She is committed to engaging top orthodontic innovators and scientific developers as she transforms the orthodontic industry.

Website: orthonu.com

Facebook: facebook.com/OrthoNu

LinkedIn: linkedin.com/company/orthonu/

Instagram: @ortho.nu

Twitter: @OrthoNu