You Don’t Have to Start in the Dark 


Welcome to episode #42 of Go Live where I got to sit and chat with one of my friends, Ashley Joves, of Smile & Co. located in California. 

As a wife, mother of 3 boys, creative visionary, and someone who thinks and does things differently…she’s a cool person that you’ll want to know. In this episode we dig into her journey, new things coming up for her company, plus her really unique upcoming retreat for dental startups happening in Napa, CA (with only 10 spots left to join).

The start of Smile & Co. came from a place of desire to fill a unique need in an area with an already saturated dental market. The leap was worth it with all the success they’ve had over the last 5 years, now looking at a second location opening in 2023. With one step into the building that will soon become their second location, Ashley knew -

“As soon as I walked into the space, it was like, this was meant to be. That was the moment I knew I was going to build Smile & Co.”

As an Enneagram 7 and being very in tune with her feelings, energy, and how an environment can affect everything…Ashley knows how to create a space that is comfortable, uplifting, and inspiring for her, her team, and her patients. 

Watching the beginnings of a new venture like this is one of her favorite parts of what she does. That’s partially how she got started with The Making of podcast and Facebook group for dental startups - sharing her journey to building a startup and encouraging others on the same path. 

After this community started to grow, she really saw how needed it was which is why they’re doing their first-ever retreat on November 16-20, 2022 in Napa, California (which we’ll for sure be at). Their intention is to step out of a classroom environment and lean into where the most learning and growth happens…in conversation. 

“People are always looking for how else they can diversify…that’s what I want for Napa. I want everyone there to be like-minded and surrounded by people who are doing exactly that.”

There are only 10 spots left to join this exclusive, intimate, upscale, experience where you’ll leave with great memories, new inspiration, and good friends. Ashley does things differently because she has a different mindset, always looking ahead and choosing the path of growth instead of ease.

“I’m not interested in hearing what the masses have to say anymore, if you do exactly what everyone else is doing, you’ll get exactly what everyone else has….You push yourself by surrounding yourself with people who are better than you and you learn from each other.”

If you want to grab one of the last spots for her incredible retreat, head to to get more details and register! 

You can also connect with Ashley on her personal Instagram, The Making Of Instagram, online at, or tune into her Little Black Dress podcast for women. Listen to the full episode for more (plus a little insight into what’s included in the retreat!).


The dental practice landscape is changing at an ever faster rate. Protect your investment by putting together a strategic marketing plan customized to you. Schedule your consultation with me.

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