Founder & Managing Director
B.Soc.Sc. (Hons.) (SINGAPORE)
M.Sc. Public Administration (Econs.) (LONDON, U.K.)
Mrs. Grace Chong-Tan, Founder and Managing Director of Smile Inc.® Dental Surgeons, is an industry game changer who has introduced many firsts in Singapore: from professional chair-side teeth whitening in 1997, today a regular procedure in dental clinics, to creating state-of-the-art boutique practices to the setting up of Singapore’s first duplex-fronted practices.
Her foresight and success in making dentistry a lifestyle focus has changed public perception from one associated with pain and fear of visiting the dentist to one associated with enhancing one’s self esteem and confidence through an improved smile. Today, dentistry is as popular and sought after as medicine as a career choice, and Smile Inc.®’s success has led the way to how the dental industry has started to rethink its approach to dental businesses.
Mrs. Chong-Tan was also the Past President of Spirit of Enterprise (2015 -2016), a non-profit Charity with an Institute of Public Character status. She was also the Chairwoman of the Spirit of Enterprise – Credit Suisse Entrepreneurs Forum featuring presentations and fireside chats on topics closest to the hearts of entrepreneurs.
Mrs. Chong-Tan also clinched the Overall Winner (Established Brands) title for Smile Inc.® at Singapore’s Branding Oscars – the Singapore Prestige Brand Award (SPBA) in 2014, its win cutting across industries and making Smile Inc.® the first dental practice to do so. She also led Smile Inc.® to be inducted into the SPBA Hall of Fame Award, 2014, as well as its wins for 5 consecutive years from 2010 to 2014 as Winner (Established Brands), Singapore Prestige Brand Award.
Mrs. Chong-Tan was also an award winner in the Spirit of Enterprise Awards in 2009; SME1 Asia Award (Distinguished Category) in 2011; and Asia Pacific Entrepreneurship Award in 2012. She also led Smile Inc.® to garner the Total Defence Award (TDA) – NS Advocate Award for SMEs in 2015 and 2018 and the TDA’s Meritorious Defence Partner Awards from 2010 – 2013. She currently sits on the Ministry of Defence’s Total Defence Award (TDA) Evaluation Board (2016-2021).
Mrs. Grace Chong-Tan worked at the Singapore Ministry of Defence’s management consultant’s office after graduating with an Upper Honours in Sociology at the National University of Singapore. She went on to garner a Raffles Scholarship and a Masters in Public Administration and Public Policy at The London School of Economics and Political Science. This provided Mrs. Chong-Tan a firm foundation that saw her serving at the Singapore Tourism Board’s CEO’s Office, contributing to the Board’s formulation and implementation of Singapore’s National Tourism Blueprint, Tourism 21, and the establishment of Smile Inc.® Dental Surgeons in 1997.