We recently connected with Lisa Kiraly and have shared our conversation below.
Hi Lisa, thanks for joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?
If I were to start over as an entrepreneur, I don’t believe I would change much about my journey. But if I could tweak one thing, it would be starting sooner. Would it have been a cosmetic teeth whitening business like the one I own today? Possibly not, because it took all my varied experiences to lead me here. My path has been anything but linear, and looking back, it’s clear that every twist and turn was essential.
A few years ago, I was diagnosed with ADHD, which provided much-needed clarity about my unique journey. For most of my life, I’ve been drawn to so many different interests at once that I’d often freeze with indecision. Other times, I’d throw myself passionately into a pursuit only to hit an immovable wall. My diagnosis helped me understand why I’ve had such a diverse and eclectic career path—and why I’m grateful for it.
It was difficult to find the right path for myself. My last career path was working as an ophthalmic technician for a little over a year. Though I was good at this career and with my patients, office culture was draining and wasn’t the right fit for me.
It was around this time that I had my teeth professionally whitened. I was nervous because I’d experienced severe gum and tooth sensitivity with at-home whitening kits, but my professional treatment was impressive. I couldn’t shake the thought: I could do this, but I could do it better. That spark led me to take a leap of faith, and eight years later, I’m proud to say that I’m now the #1 teeth whitening provider in Portland, Oregon.
My journey has been shaped by a combination of schooling, customer service experience, artistic endeavors, medical knowledge, and yes, even my ADHD. Every experience contributed something valuable. The only thing I’d change? Again, I would have started sooner. But then again, perhaps the timing was exactly as it needed to be.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My journey starting Smile Labs PDX is the result of a lifetime of diverse experiences in work, education, and life. My entrepreneurial spirit started in my early years. At four years old, I would cut my neighbor’s roses to sell for ice cream money. Looking back, I realize my first entrepreneurial ventures probably didn’t make my neighbor happy—but hey, every great businessperson must start somewhere.
I’ve had a wide-range of careers—from restaurant to retail work. I’ve been a forklift driver, graduation photographer, car photographer, delivery driver, Etsy pet portrait painter, and the owner of a successful pet care business, Hip Paw Hooray, just to name a few. These diverse experiences shaped the skills and perspectives that define me currently, as a business owner.
My education took a winding path, as well. I studied business, architectural drafting, and graphic design before earning a fine art degree at Cornish College of the Arts in Seattle. Later, I added an associate’s degree in Ophthalmic Medical Technology, inspired by a fascination with photographing the eye’s interior.
All these paths and journeys are what I believe sets me apart from others. I have an unwavering commitment to observing and listening to my clients. Their feedback and needs drive me to continuously refine my services, ensuring every client has the best possible experience. My years in customer service have been instrumental in developing this client-focused approach.
My creative background has played a significant role in shaping my business as well. From designing and decorating my space to crafting engaging social media and advertising content, my artistic skills have been invaluable. Meanwhile, my medical experience ensures that I maintain a safe and sanitary environment for my clients. I also take pride in creating a calming atmosphere that helps nervous clients feel relaxed and confident during their treatments.
Though having ADHD can ruin the best-laid plans, this time it came through for me, driving this particular success. It compelled me to dive deep into researching how to run a thriving teeth whitening business before I even started. This included finding the best suppliers, training programs, and products that prioritize safety and effectiveness—even if it meant paying a premium for quality.
One of the things I’m most proud of is how much I genuinely care about my clients. My goal is for every client to leave with a brighter smile and a positive experience. I also continue to treat my office as though COVID is still a major concern, prioritizing the health and safety of both clients and myself.
Another key aspect of my business is honesty. I never try to upsell additional treatments that aren’t needed. I’ve always believed in treating people with the respect and integrity I would expect for myself or my loved ones. Even if it means making less profit on an appointment, I’m okay with that because trust and authenticity are far more important to me than short-term gains.
Ultimately, I’ve built my business on a foundation of care, creativity, and a commitment to excellence. These values not only set me apart but also drive me to keep improving for the benefit of my clients. I’m proud of what I’ve built and grateful for the unique journey that brought me here.
We’d love to hear a story of resilience from your journey.
Sure! The last couple of years have been rough, to say the least. On a positive (and somewhat scary) note, I became a first-time homeowner in November 2022. I’m still not sure if it was the best decision, but time will tell. Just a few months later, life handed me some serious lemons. In February 2023, I was diagnosed with stage 3 triple-positive breast cancer. This marked the beginning of an unwanted but necessary journey: six months of chemo, a mastectomy, multiple rounds of radiation, and nearly a year of targeted chemo treatments. Needless to say, I was deeply worried about my health—and my finances.
To add another challenge to the mix, another teeth whitening business opened up the same week I was diagnosed. They launched a massive social media blitz, and I was terrified about stepping away from my own business while facing this unexpected competition. The stress, fear, and physical toll were overwhelming, but this is where the story of resilience begins.
My friend Caroline, who had worked for me pre-COVID, became my rock. She not only drove me to chemo appointments but also took on a couple of days per week to see clients at my business, despite having her own full-time schedule. My friend Sam moved in with me to help take care of me, and my new neighbors stepped up in ways I never imagined. I felt so loved and supported by friends and family. My ability to weather this storm was bolstered by an incredible network of people who stood by me. The gratitude I feel for them is immeasurable.
Despite everything, I managed to work a smaller schedule during radiation and chemo, though it was anything but easy. I often felt unwell, tired, nauseous, and mentally drained. On top of that, I had to be extra cautious because of my compromised immune system. Some days, just showing up felt like a monumental effort. But I pushed through. Now, I’m far enough along in my recovery to feel more like myself again, and I’m grateful every day for that.
If there’s one thing I’d like readers to take away from my story, it’s this: resilience can make the impossible possible. I started running a successful business in my early 40s while navigating life with unmedicated ADHD. Later, I faced and overcame one of the biggest challenges of my life with breast cancer. And yet, here I am, continuing to grow and thrive. My journey isn’t over—I have more ideas and ventures I want to explore—but I’m proof that resilience, coupled with the support of loved ones, can help you overcome just about anything.
What’s been the best source of new clients for you?
When I first started Smile Labs PDX, I had to figure out how to attract clients. My first attempt was designing and mailing brochures with coupons to surrounding neighborhoods. Unfortunately, this was during the 2016 election season, and the campaign mailers overshadowed my efforts—I didn’t gain a single client. Next, I visited nearby apartment buildings and businesses to drop off information, but that didn’t yield results either.
Finally, I decided to try Groupon. I approached it as a temporary strategy and negotiated a 60/40 revenue split, along with the pricing and duration that worked best for me. This brought in a wave of new clients and gave me the momentum to explore other advertising methods. I eventually started advertising on Wedding Wire, Yelp, and Google, which proved to be more effective.
Today, while I maintain Facebook, Instagram, and TikTok pages, social media directly accounts for a smaller percentage of my clientele, at this current time. Instead, I rely on Google and Yelp, which drives much of my business. Every client who walks through my door is asked how they found Smile Labs PDX, and most say they searched online, saw my business ranked at the top, and read glowing five-star reviews. Many also mention that being listed as the #1 teeth-whitening provider in Portland on Yelp helped their decision.
The second largest source of clients? Word of mouth—a testament to the quality of care and results I provide. These experiences have taught me that persistence, adaptability, and excellent service are the foundations of a successful business.
Contact Info:
- Website: https://www.smilelabspdx.net
- Instagram: https://www.instagram.com/smile_labs_pdx
- Facebook: https://www.facebook.com/Smilelabspdx/
- Yelp: https://www.yelp.com/biz/smile-labs-pdx-portland
Image Credits
Caroline Smith
Lisa Kiraly