About
Smile Direct Club, located at 17 W 125th St in the heart of Harlem, New York, represents a revolutionary and accessible point of entry in the orthodontic care landscape. Founded in 2014 by Alex Fenkell and Jordan Katzman, the company emerged from a simple yet powerful observation: the high cost and inconvenience of traditional braces were preventing millions of adults from achieving the smile they desired. This location in New York City is part of a vast network of SmileShops and partner locations that form the physical touchpoint of a predominantly remote, technology-driven dental care model. The company's mission is to democratize access to cosmetic and mild-to-moderate orthodontic care by making it more affordable, convenient, and less intimidating than the conventional path of in-office visits every 4-6 weeks.
Smile Direct Club operates on a unique hybrid model that blends innovative teledentistry with licensed dental professional oversight. The process begins at locations like the Harlem SmileShop, where customers can have a free, state-of-the-art 3D scan of their mouth taken in minutes, eliminating the need for traditional messy impressions. Alternatively, customers can start the process from home with an impression kit. This digital scan becomes the blueprint for a personalized, transparent aligner treatment plan crafted by a licensed dentist or orthodontist from Smile Direct Club's affiliated network. This plan is then reviewed and approved by the customer's own treating provider, ensuring professional oversight throughout the journey.
The company's core expertise lies in leveraging digital technology, from 3D imaging to direct-to-consumer logistics, to disrupt a traditional healthcare sector. Its unique value proposition is built on three pillars: significant cost savings (typically 60% less than traditional braces or Invisalign®), unparalleled convenience (primarily remote monitoring via the Smile Direct Club app with periodic photo check-ins), and speed (an average treatment time of 4-6 months for eligible cases). What sets this business apart from traditional orthodontic practices is its consumer-centric, tech-enabled approach. It targets primarily adults seeking cosmetic alignment, providing a streamlined solution for those with generally healthy teeth and gums who need mild to moderate correction.
Operating from 17 W 125th St places Smile Direct Club within a vibrant urban community, offering a local, accessible option for New Yorkers to begin their smile journey without an initial clinical consultation. The SmileShop environment is designed to be retail-like and welcoming, reducing the anxiety often associated with dental visits. However, it is crucial to understand that this address is not a full-service dental clinic but a scanning and consultation center. All clinical care is provided remotely through the assigned teledentist. The company's model has sparked both acclaim for its accessibility and debate within the dental community regarding the necessity of in-person supervision during orthodontic treatment. Despite this, Smile Direct Club has served over 2 million customers globally, establishing itself as a major force in the clear aligner market by fulfilling a specific need for convenient, affordable, discreet smile correction for a vast, underserved adult demographic.
Additional Details
Specialization:
Teledentistry-based clear aligner therapy for mild to moderate cosmetic teeth alignment in adults.
Years of Experience:
10
Education & Certifications:
The company employs a network of licensed dentists and orthodontists across the United States who hold state-specific dental licenses. Individual provider credentials are not listed for the retail location, as it is a scanning center. Treatment plans are created and supervised by these licensed professionals.
Awards & Recognitions:
While the corporate entity has received various industry and consumer awards (e.g., recognition on Inc. 5000 list historically), specific awards for this particular retail location are not publicly listed.
Pricing & Insurance:
Pricing is standardized and typically offered as a single, all-inclusive fee (historically around $2,050-$2,500). The company offers payment plans, financing options through third-party partners, and accepts FSAs/HSAs. They do not directly bill dental insurance but provide documentation for patients to seek possible out-of-network reimbursement. Important Note: As of late 2023, Smile Direct Club has filed for Chapter 7 bankruptcy and ceased operations. Pricing, service availability, and warranty honorability are currently null.
Customer Reviews
Unfortunately I tried clear correct before trying smile direct. Big mistake. Afterward s I tried smile direct and it's been such a great experience. They cut the unnecessary monthly visits to the dentist like with other brands. Everything is so simple and hassle free. Great customer service, fast and people that speak clear English. I had a small issue with the way my teeth looked after my last retainers and was sent this smileshop to get some imaging done. Completely painless hassle free, and Azalia who took care of me was a sweetheart. Wish more businesses took their cues from smile direct.
When I arrived I was greeted at the door which felt very welcoming. Jelerin was a breath of fresh air and made it such a pleasant experience. Due to covid people are not as engaging, Jelerin was the exact opposite. She connected with me, made me laugh, and feel comfortable before she started the process. She was so detailed and answered every one of my questions and more. I will definitely be recommending smile direct club and this location to all my family and friends!!!
The office was just as warm as the team I found at reception but Jay, the dental assistant who saw me was just super awesome. She took time to explain and answer all my questions about the smile journey. I had gone in for inquiries and information but left signed up to begin my smile journey. Thank you Jay and team, I can’t wait to smile with confidence in 6 months!
I came into the smile shop to get a scan for my aligner. Cyndi was my smile guide and and she was amazing! She explained every single detail and answered all of my questions. I would definitely recommend anyone to come in and get a scan with Cyndi. She was happy to be doing her job and it shows all throughout! Thank you Cyndi for taking great care of me.
I came in for an appointment with my younger sister and Karem did her very best to make her feel comfortable and excited about her smile journey. I have also been through the smile direct journey and I 10/10 recommend it. They make the process simple with complete instructions. So far I haven’t been disappointed.
