Vintage Toronto Ads: Why Take a Risk With Your Teeth?
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Vintage Toronto Ads: Why Take a Risk With Your Teeth?

Source: The Toronto World, April 26, 1899.

Would you trust a doctor whose name carries an element of danger with your next bridge work? Especially when they advertise a half-price offer? At least Dr. Risk tried to make his patients as comfortable as possible by focusing on small details and a comforting environment. In an ad that ran in The Toronto Star throughout most of 1899, the good doctor claims that:

From the day on which the Mentha Dental Parlors were opened it has been our aim to do everything well. It’s the little things that count in dentistry as in any other business. The smallest detail of every operation is done with the utmost care. We do our very best to make every patient satisfied. The reward for such care comes in the way of increased patronage, and it is doing things well that makes the Mentha Dental Offices the busiest and most popular Dental offices in the city.

From what we can determine, the Mentha Dental Office began advertising in local newspapers during the fall of 1897. Dr. Risk operated the business until January 1900 when, with no explanation, ads listed Dr. A. Rose as his successor, followed by news of an office makeover. The practice moved to 230 Yonge Street in April 1901, an event marked by ads boasting of well-lit windows in the operating rooms with an excellent view of Shuter Street, which places the office near the current entrance to the Eaton Centre parking lot. Staff may not have had long to enjoy their new surroundings, as ads vanished from local papers after November 1901.
Additional material from the May 20, 1899 and April 20, 1900 editions of The Toronto Star.