Our Clinic

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Brief History

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2004

St James Beauty opened in 2004 on the former site of Greens Foods, a successful vegetarian health food store that had operated for 23 years. After Westminster Council granted a change of use for the building, a dental clinic was added to the business in 2017.

The name of the business changed to EGO Health and Beauty and EGO Dental clinic.

2023

We are based in St James’s Park, close to Victoria and Westminster, London SW1. The clinic is modern and dynamic, supported by a highly qualified and exceptionally experienced team.

EGO Dental Clinic provides a wide range of dental services and treatments to meet all our patients’ oral-health needs. By combining high-quality patient care with up-to-date technology, we are able to treat patients of all ages in a comfortable and relaxing environment.

“Our dedicated and experienced team wish to give an unparalleled level of care and provide you with the clinical excellence”

Why the name EGO?

“Ego” is Latin for “I” or “self,” reflecting our commitment to placing each patient’s individual needs and preferences at the center of everything we do.

At Ego Dental Clinic, our goal is to create an experience where you feel confident, cared for, and valued—empowering you to take pride in your smile and overall well-being. We believe that dental care should be personal, which is why our focus is always on you and what you need to feel your best.

Our commitments to you!

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  • We aim to provide safe and good quality dental care for all patients
  • We provide care that meets your needs and requests
  • We aim to make your treatment as comfortable and as pleasant as possible
  • We look after your general health and safety while you are receiving dental care
  • We follow current guidelines on infection control
  • We always examine all of our clients for mouth cancer and inform you if any findings
  • We take part in continuing professional development to keep our skills and knowledge up-to-date
  • We train all staff in practice-wide work systems and review training plans once a year
  • We welcome feedback and deal promptly with complaints
  • Every member of the practice is aware of the need to work safely under General Dental Council guidelines.
  • We treat each staff and patient with respect and dignity!
  • We practice Diversity, Equity and Inclusion every second of the day!

Our secret is PREVENTIVE DENTISTRY

– ” Dr. Charlie Attariani”

Mission

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Our mission is to become a leader in small businesses providing dental treatments and beauty under one roof based on excellent customer services, professional excellence and competitive prices in central London area.

Vision

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The company visions itself as an ever evolving fast developing business which is staying in touch and abreast with modern techniques and demands of general dentistry, cosmetic dentistry and beauty treatments in years to come with focus on continual professional development and progression.

Values

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Our core value comprehend our operating philosophy, and code of conduct that guide us in our day to day activities and choices, and in our collaborations with others.

  • Integrity
  • Compassion
  • Innovation
  • Collaboration
  • Accountability
  • Excellence and Efficiency
  • Diversity, Equity and Inclusion

Awards

Please visit our awards page.

ego-awards 2021
Excellent
EGO Dental Clinic4.8
Based on 197 reviews
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John Woodhall
I have been visiting Charlie and Golnar at EGO Dental Clinic for a number of years now. Them and their whole team are friendly, welcoming, professional and always give the most sound advice.

I have had minor to quite major treatments over my time with them and Charlie has been able to 'save' teeth that other dentists have told were not possible.

The range of services and treatments on offer are wide ranging and all are carried out to the highest of standards in terms of technical work and hygiene.

I would not want to visit anywhere else for any dental work.

Thank you
Annie Bobeck Piepkow
I’ve been a patient at EGO Dental Clinic in Victoria, London for several years now, and I can confidently say the level of care and professionalism is exceptional.

This is a truly special, family-run clinic led by a husband-and-wife team, and you can feel that personal touch from the moment you walk in. The reception team are always welcoming, organised, and attentive, making every visit smooth and stress-free.

The clinic itself is immaculate.. one of the cleanest and most well-presented dental environments I’ve ever seen. The design is modern, calming, and clearly thought through with patient comfort in mind. What really stands out is the advanced technology they use.. it’s unlike anything I’ve experienced elsewhere and gives you real confidence that you’re receiving the highest standard of care.

Most importantly, they consistently deliver results. On my recent visit, they solved an issue that had been bothering me, with clarity, precision, and care. Everything was explained thoroughly, and I felt completely at ease throughout.

Despite the premium level of service, their pricing remains fair and transparent, which is rare to find in Central London.

If you’re looking for a dentist in Victoria who combines clinical excellence, cutting-edge technology, and a genuinely caring approach, I highly recommend EGO Dental Clinic.
Response from the owner:Dearest Annie,
Thank you so much for taking the time to write such a detailed and thoughtful review.. we truly appreciate it.
It means a lot to us that you’ve trusted us for several years. As a family-run clinic, creating a welcoming, personal experience is very important to us, so your kind words about the team and atmosphere really mean a great deal.
We’re also pleased to hear that you felt confident in the care provided and that your recent issue was resolved clearly and comfortably. Taking the time to explain everything and ensure patients feel at ease is something we always prioritise.
Thank you as well for noticing the clinic environment and technology.. we’ve put a lot of thought into creating a space that feels calm, modern, and reassuring.
Your feedback about our pricing and overall experience is greatly appreciated. Thank you again for your trust and your recommendation.. we look forward to seeing you again soon.
Warm regards,
Team EGO
EGO Dental Clinic
Car Der
I have had many treatments with the team at EGO and despite my deep fears of dentists, they have always made me feel comfortable and secure. Charlie has even used a Virtual breathing VR experience to help me relaxed.
They are also always considering your well being during treatments.
Response from the owner:Dear Car Der,
Thank you so much for sharing your experience.. it really means a lot to us.

We’re especially pleased to hear that we’ve been able to help you feel comfortable despite your dental fears. Supporting nervous patients is a big part of what we do at EGO Dental Clinic in Victoria, Central London, and your feedback is incredibly rewarding.

It’s great to know the VR (Virtual Reality) distraction therapy helped you relax during treatment. We use this technology to create a calmer, more positive experience, particularly for patients who feel anxious about visiting the dentist.

We’re also glad you felt cared for throughout — your comfort and wellbeing are always our priority.
Thank you again for your trust, and we look forward to seeing you again soon.
Warm regards,
Team EGO
T S
I’m extremely happy with this clinic! Everything was excellent and well organized. Dr. Attariani is highly skilled both professionally and technically, and I always felt I was in very safe hands. The entire team is incredibly friendly, attentive, and creates a very welcoming atmosphere.
I visited for dental treatment and also had a tattoo removal done here. Both experiences were outstanding and handled with great care and professionalism.
Highly recommended, everything here is just right!
Response from the owner:Dear T,
Thank you so much for your wonderful review and recommendation.
We’re delighted to hear that you had such a positive experience with both your dental treatment and tattoo removal at EGO Dental Clinic in Victoria, Central London. Providing high-quality dental care alongside advanced aesthetic treatments in a safe, well-organised, and welcoming environment is exactly what we strive for.

Your kind words about Dr. Attariani’s clinical skill and the team’s professionalism truly mean a lot. We always aim to ensure every patient feels informed, comfortable, and in safe hands throughout their journey with us.

At EGO Dental Clinic London, we pride ourselves on combining modern technology, expert dentistry, and aesthetic services to deliver outstanding results tailored to each individual.

Thank you again for your trust.. we look forward to welcoming you back soon.

Warm regards,
Team EGO
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