The Metropolitan Dental Company

Teeth of Charm and beauty slwa_b2034953_18

One would not normally associate a dental company with glitz and glamour, but during the first half of the 20th century Perth’s major dental firm had an image of modernity and high fashion without equal in Western Australia.

The Metropolitan Dental Company was established in 1908 advertising its aim to provide affordable dental care for all, including people on lower incomes.

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Advertising for dental products from the ephemera collection of the Metropolitan Dental Company.

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Advertising for dental products from the ephemera collection of the Metropolitan Dental Company.

The State Library has a small but delightful collection of material relating to the Metropolitan Dental Company including photographs, a day book, scrapbooks, certificates, advertising mock-ups and other ephemera.

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Drawing of the (proposed?) exterior of the Metropolitan Dental Company 00716D

Hay Street, Perth premises of the Metropolitan Dental Company slwa_b3473316_2

Hay Street, Perth premises of the Metropolitan Dental Company 1927 100182PD

Metropolitan Dental Company

The building at 790 Hay Street, Perth today. [The Apple Store] Photo: Google Maps Street View.

The Company was described as the biggest in the Southern Hemisphere. The owners were Wolf Blitz, Alfred Kaufman, and Alfred Rogers, with notable dentists such as Edgar McGillicuddy, Thomas Wilson and Albert E. Ford working for the company at various times.

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The Metropolitan Dental Company advertised widely in newspapers, using the lure of a short anecdote or educational snippet followed by an invitation to use their services. In fact they made an art of the “advertorial”.  Some examples of marketing gems from Trove Newspapers include:

“Aseptic  Methods in  Modern Dentistry” – absolutely sterile instruments…

“Deadlier than Snake Venom” – food detritus and tooth cavities.

“Mental, Physical and Moral Degeneration” – the link between juvenile delinquency and bad teeth…“Private health really means public morals”.  [Yes! Really.]

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A day book from 1908 lists appointments, treatment and fees charged. It is noted that Mrs Townsend of Highgate Hill had to cut short her treatment on being called away to Albany “her child having broken its collarbone”.

Included in the collection are some original artworks for advertising and for the windows of the company’s offices. A mock-up for a Neon sign is so impressively bright that one is tempted to take it into a darkened room to see if it glows.

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Also in the advertising ephemera are several metal printer’s engraving plates that are wonderful works of art in their own right.

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Metropolitan Dental Company collection ACC1863A/19

To associate an air of beauty and sophistication with a dental firm is no easy task, but the Metropolitan Dental Company achieved this by employing attractive young women to grace their colourful posters.

The full collection of photographs may be viewed here.

The Metropolitan Dental Company is just one of the private business archives in the State Library Collections. These records provide a view into a past that is so much more vibrant and interesting than we may have thought from viewing black and white photographs.

We are always pleased to hear from members of the community who may have private business records that they would like to be considered for the State Heritage Collections.

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