Zayba Sheikh, CEO of Ruh Dental, shares what it took to launch a dental clinic inside the world-renowned department store and what it means for patients, the brand and the future of wellness-led dentistry.
Tell us about yourself and your background
I qualified as a dentist in 2010, but I always knew clinical dentistry wasn’t my true passion. I enjoyed the science and the people skills, but my core ambition was always in business. I wanted to align that with dentistry in a meaningful way.
I started out in the NHS, then moved into private dentistry and worked my way up, always knowing I wanted my own setup. I come from an entrepreneurial family – my dad and uncle worked together in care and property – so I was exposed to the business side from a young age.
I saw an opportunity to build something niche in private dentistry. At the time, there wasn’t much competition in cosmetic dentistry, and I spotted a clear gap in the market. That’s when I launched my first private clinic. I opened it on Fleet Street in 2015 while five months, so I was thrown in at the deep end as a first-time mum and first-time clinic owner. From there, I built the brand and expanded steadily.
What inspired you to create the Ruh Dental brand?
Ruh Dental was born from a desire to redefine the dental experience. I saw the artistry in cosmetic dentistry – something far beyond the clinical and scientific perception most people have – and wanted to combine that with a luxury hospitality approach.
The goal was to create a brand that delivers more than just treatment – it offers a complete, personalised experience. As a dentist, you’re often so focused on the technical side that you can miss the bigger picture, so wanted to step back and shape the entire patient journey – from the moment someone walks through the door, every touchpoint should feel elevated.
Today, people are seeking that – they want more than just clinical care. They want a positive, even enjoyable, experience. That trend has grown over the years, and it’s exactly what we set out to deliver. For me, it wasn’t just about growing a business – it was about raising the standard in the industry.
How does Ruh Dental stand out as a brand?
It’s really about experience and patient happiness. We focus on transforming the whole person. We say we deliver life transformations, not just nice smiles – people leave feeling more confident and happier, and that deeper change sets us apart.
Everyone’s doing good work and trying to help patients, but what makes us different is striving to be the best, not being a one-man band. We’re a group of elite clinicians, and we’re also a female-led business, which matters to our team. Especially now, with so much focus on flexible work and purpose-driven brands, people choose companies with deeper values. That’s what sets us apart – our values.
How did the Harrods partnership come about?
It came through an investor I came across, who I pitched to about Ruh’s growth. I’ve always wanted to grow Ruh with a solid UK footprint to stand out internationally, especially in the Middle East. I knew for the Middle East, an international brand needs global recognition – Harley Street, Mayfair. I was speaking to some investors, and one said, ‘Have you ever thought about pitching to Harrods?’ I hadn’t – I wasn’t sure dentistry worked in a department store. But Harrods isn’t just a department store – it’s a globally recognised brand.
I worked my way into a pitch with them. I always say it felt like Dragon’s Den meets The Apprentice. It was overwhelming – I’d never pitched at that level. It took over 18 months of back-and-forth pitching and refining, so it was a big experience.
They’ve also got a strong female-led team, but they’re retail experts, not healthcare. So when it came to healthcare – blood, regulations, risk of allergic reactions – that was scary for them. I had to really pitch my credibility and reassure them Ruh was the right brand. They vetted us thoroughly, but that process gave us credibility – no other dental group has been in Harrods in the store’s history, so to be Harrods-approved and introduce cosmetic dentistry to its clients is a huge achievement.
What was your reaction when they said they’d like to partner with you?
They kind of keep you in the dark – lots of back and forth, hurdles they thought we couldn’t overcome. But I was solution-driven, always saying, ‘I’ll make it work,’ even if I didn’t yet know how. When they said yes, I was like, ‘Wow.’ It felt like passing an exam – recognition.
When you run your own business, you don’t get daily validation. You have to give it to yourself, even when things go wrong. So Harrods recognising us was validating – that what I’m doing is good, meaningful, impactful. Being female-led helped too as it helped me connect with them.
But while I was proud and excited, I was also nervous – now I have to deliver. Getting in is one thing, performance is another, and this has never been done before! When I speak to other dentists about working with Harrods, they say, ‘This could be amazing – or a huge flop.’ And they’re right – I don’t know, but I do know I had the guts to try. If it doesn’t work, at least I tried. But if it does, it’ll be one of the biggest things we’ve done – not just for us, but for the industry, proving this model can work.
What impact do you think this could have on patients’ perception of dental care?
Patient perception is already changing – through social media, podcasts, more awareness of healthcare and wellness. Cosmetic dentistry is evolving, and I think this partnership brings it further into the wellness and beauty space.
It introduces cosmetic dentistry in a regulated, high-standard way. Things like whitening used to be done in shopping centres – we want to do it properly, above standard, within Harrods. It’s already trending, but now it’ll trend holistically – teeth, aesthetics, laser, hair – a 360 wellness approach. Cosmetic dentistry will become a wing of wellness.
As a luxury department store, how would you say your brand aligns with Harrods?
Our values align. For them, excellence is standard – going above and beyond. They train their teams to never say no to a client and we have always aspired to that – not just in how our clinics look, but how we treat patients and the results we deliver. If your values align, clients trust that.
Besides the location, how does this clinic differ from your other practices?
It’s a smaller site with one surgery setup whereas our other clinics are full setups. This one’s integrated into Harrods, part of the Harrods client journey, so it’s bespoke around Harrods – how they pay, get rewards, what they expect. The flow is different – at our clinics, it’s a standalone journey, but at Harrods it’s part of the whole experience – shopping, dining, and now dental care. It’s elevated by the luxury around it. Plus, their clients love the points!
Did you encounter any obstacles or difficulties with the project?
Yes, a lot. This has been our biggest challenge. We’ve always worked independently – I’ve got my team, I can hire consultants, make quick decisions, but Harrods is a different beast.
We had to adapt to their way of working, which is on another level. I’m a small business – they’re global. They need sign-offs from Qatar, they go through chains of command, whereas I can make decisions with four people around a table in hours. With them, I’ve gone from five people on a call to 25.
It’s been challenging – not negatively, but as a growth push. It’s really stretched us, but we were ready for that.
All growth has a positive effect – we always see challenges as learning opportunities which keeps my team motivated and excited. I always say, ‘If you weren’t challenged, you’d be bored,’ and they agree. So, this has been positive for the brand – the team feels proud and motivated, and they’re learning, growing and adapting. And that makes us stronger as a team. We know we want to grow the brand, and we’re evolving to do that.
What does this milestone mean to you personally?
For me – I’m a mum of three, all under eight. As women, we often want it all, and we try to pretend kids don’t affect work, and vice versa. But I don’t believe in perfect balance – it’s unrealistic.
This milestone shows you can have ambition as a mum. For me, it’s progression not just in my career, but as a working mum. That’s deep.
Day-to-day, it’s hard – but now my kids see that I have goals. I’m not just mum – I have my own identity. This is a step toward who I’m becoming as a woman. Everyone’s journey is different, but for me, this is about doing my best in both roles – motherhood and ambition.
Looking forward, what is the focus for the Ruh Dental brand?
To keep elevating who we are in the industry. I want us to be known as a high-level brand. The competition is fierce, so it’s about separating ourselves.
My focus is to maintain strong values, elite customer care, and stay in the space of wellness, luxury and hospitality. And I’m already looking at opportunities to grow Ruh in the Middle East – that’s where I see the future of the brand.
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