The Audacious Hustle

What does it take to land the biggest clients? A “dentist to the stars” shares how she drilled her way in. (Warning: chutzpah required.)

- By Liz Brody. Photograph by Catrise Austin

Cardi B fans everywhere know these lyrics: Got a bag and fixed my teeth, hope you hoes know it ain’t cheap. They’re from “Bodak Yellow,” the rapper’s breakout song. But they’re also validation for Cardi’s dentist, Catrise Austin, whose entrepreneurial ingenuity led her to fix those teeth.

Years ago, as a way to differentiate herself, Austin had the potentially absurd idea of becoming a “dentist to the stars.” Then she actually did it, with a client list that also includes DJ Khaled, Busta Rhymes, Common, Toni Braxton, and A$AP Rocky. But . . . how?

Not every entrepreneur wants to (or should) chase celebrities. But every entrepreneur does need to land desirable customers. That’s why Austin’s story is instructive—because, at the heart of it, she says, her tactics were about to focus, doggedness, a lot of hustle, and a relentless understanding of her ideal client.