Changing countries and careers, growing a business and growing with it both personally and professionally has been a key theme in the lives of three women. Estée Kriek, who together with her husband owns two dental practices, was featured as a business trailblazer in a previous edition of focus magazine. Eighteen months on, not only have her businesses flourished and continued to grow dynamically, so have the careers of Corleah Willats and Elina Arnese. They started in support and admin roles but have moved to senior levels and are now managing the day-to-day business of both practices. A story about passion and perseverance, ambition and advancement.
WORDS: MARGARETE KRAEMER
IMAGES: VANESSA LAVAL-GLAD
HAIR AND MAKEUP: SOPHIE GARTH
CLOTHES: MOOCHI / THEIR OWN
Behind every great man there is a great woman, or so the saying goes. But who is behind a successful woman? Sometimes it’s a supportive man, sometimes there is another successful woman who has her back.
Estée Kriek and her husband Riaan, also a dentist, left South Africa for Tauranga in 2008 with their two preschool children and an ambitious business vision: to change the face of dentistry. Estée was lucky in that her husband had always encouraged her to step out of her comfort zone. “We went to dental school together and later had our own practice in South Africa, so I had already proven myself as a dentist and entrepreneur. But most importantly, he believed in my ability to also pick up the skills needed to run a different kind of dental business in a new country. He constantly pushed me, gently but firmly, and I realised I could do it again if I believed in myself too.” Having lost her father when she was 16, one person she could always rely on for encouragement and support was her mother, a physiotherapist with her own business who continues to be Estée’s greatest role model.
Estée’s first New Zealand experience as a business owner was when they bought a practice in Te Puke, which they sold in 2014. One year later they opened a new practice in Pyes Pa followed by the purchase of another existing surgery in Omokoroa in 2017. Estée’s general learning is: “It’s better to start a practice from scratch because you can set it up exactly how you want it, to the standard you want it. We are now developing a blueprint that will enable us to start a new business much more easily. Plug and play, as it were. It will probably be ready to be implemented in a year’s time,” Estée estimates.
CLEAR AND HONEST COMMUNICATION
Estée confesses to being a straight shooter.
“I’m very direct. I don’t beat about the bush. I don’t walk on eggshells. If you are authentic, people recognise it and react well to you because you come across as honest.”
If there is an issue, she addresses it openly, and then it’s off the agenda. She never holds a grudge.
There’s just one thing she no longer talks about: politics. “It is simply too divisive.”
FINE TUNING PRACTICE PRESENTATION
Both businesses aim to deliver dentistry with a difference by using state-of-the-art technology and providing excellent service in a relaxing environment. “While Riaan loves looking after the technology side, I focus on presentation, service and staff, in addition to working on my patients’ teeth.” She is the only female dentist among eight.
“I am now trying to get everybody in both practices up a notch. I use all my senses and teach everybody to do the same.” Is there anything that strikes the eye? Dust, clutter, dirty glasses or food leftovers in the staff room? “I am pedantic about cleanliness and clutter, and I am hands-on. The only thing I try to avoid doing myself is taking phone calls because I still feel a bit uneasy about my accent,” she laughs. Her first language is Afrikaans and getting up to speed with English was a big challenge when she first arrived.
Smell is also a big topic. Many patients are turned off by ‘surgery smell’, which can trigger fears because of negative dental experiences in the past. Estée is even thinking of a tailored practice smell, a fresh, spa-ish ambient fragrance like in upmarket hotels. “Both practices should look, feel and smell like an open home. I want everybody to be proud of the place and to keep it to a standard as if the Queen were coming to visit.”
An important element of her vision is building trust and long-term relationships with patients. “When we left South Africa, Riaan had almost lost his drive and enthusiasm for dentistry because of the circumstances we had to work in. I wasn’t in the best frame of mind either. But Kiwi patients gave us back our passion for dentistry. At the risk of sounding cliched, we now have patients coming back after some major restorative treatments, crying with happiness for giving them back the joy in life.”
It also feels good being greeted with a friendly smile in public instead of seeing patients change sides in the street. “In the supermarket I no longer have to hide behind a cereal box pretending to read the small print when a patient walks down the aisle giving me that ‘I hate dentists’ look.”
UNLOCKING POTENTIAL DURING LOCKDOWN
Last year’s lockdown came with a silver lining. “We suddenly all had time to sit down and think how to do things better, how to optimise our Pyes Pa blueprint, establishing new systems, processes and procedures. Riaan and I were overloaded with responsibilities beyond our clinical roles as dentists and strategic leadership tasks as entrepreneurs.”
The solution was creating new roles for existing staff members Corleah Willats and Elina Arnese. Estée had long recognised the two women’s different strengths; now was her time to give support and encouragement as she had received in the past. Corleah was promoted to Operations Manager for Pyes Pa Dentists and Omokoroa Dental Surgery, and Elina became General Practice Manager for both surgeries.
Read also: How to survive and thrive in a post-lockdown environment.
ESTÉE KRIEK’S FIVE PRINCIPLES OF LEADERSHIP
• Communicate clearly, consistently and openly
• Encourage decision making and task ownership
• See the whole person, not just the job performer
• Build a team that strives towards a common goal
• Lead by example – be hands-on
WANTING TO BE MORE AS A WOMAN
Corleah, too, emigrated with her husband and two young children from South Africa and has since been enjoying the peninsular lifestyle in Omokoroa. After finishing high school she took a clerical job at a bank, and at 20 she married, then looked after the children for ten years. “For the longest time there was some disappointment and lack of self-esteem attached to this. I called myself ‘just a stay-at-home mum’ until a prominent public figure, one I introduced myself to as such, told me I was much more than that. It was only then I started believing it.” While she loves being a mother to her now 13-year-old daughter and 11-year- old son, as a woman she wanted to be more.
Her husband was another person who believed in her. “Even though by nature I am rather quiet and shy, I am incredibly determined and confident. Once I’ve set my mind to something, I usually achieve it.”
A LEAP OF FAITH THAT LED TO A CAREER
When the Krieks opened their Pyes Pa business, Corleah’s husband nudged her to seize the opportunity, take a leap of faith and go for a job as receptionist. Her application succeeded – and she swam. After Estée and Riaan had bought their Omokoroa business, Corleah helped set it up as she had done with Pyes Pa, eventually negotiating to stay in Omokoroa because it was closer to home and easier to juggle family commitments alongside work.
The role as receptionist and – as originally intended – future practice manager was quite customer centred.
“It was something everyone thought would be out of my comfort zone, and it was. But I put my mind to it, got support and encouragement, and today I’m able to hold full team meetings, host company parties and welcome patients without any concern of shyness.”
TRAINING, TRUST AND TIME WELL INVESTED
A number of tailored management courses, online training and a lot of time and trust invested in her professional development saw Corleah and her colleague Elina quickly grow into their new roles. “Initially neither of us was sure whether they would really be full-time roles. Now we are busier than ever – and happier too.”
Her current role as Operations Manager for both practices encompasses much more than just the administration and higher human relations functions. It is a broad role that includes monitoring key performance indicators, crunching numbers with an external accountant, managing the buildings, dealing with suppliers, and keeping an eye on policies and procedures. “Even though we focus on getting systems in place and running things smoothly behind the scenes – it only happens when there is a vision, which needs to be constantly communicated and implemented. Estée is so passionate about this that I find it almost contagious.”
Being an introvert, in her free time Corleah is most happy with her own company and enjoys reading and restoring or upcycling old furniture. She also loves baking, especially fancy birthday cakes.
STRENGTH IN THE FACE OF ADVERSITY
Elina left her hometown Riga in 2003 with her then partner, also a Latvian, who had itchy feet and set his sights on emigrating to New Zealand. An 18-year-old high school graduate with as varied interests as literature, writing and arts, but also biology and geometry, Elina had just applied for and been granted a scholarship to study art. Being faced with a major life decision, she turned down the opportunity and ditched academia for adventure.
Life was interesting. She travelled a lot, lived and worked in Auckland, and later moved to Tauranga. “We eventually tied the knot, but the marriage didn’t last,” says Elina, who encourages women in damaging relationships to use their experience as a lesson from the school of life. “See it as a challenge you can learn from. Never become the victim.” Elina’s learning is: “The experience taught me a lot: mental resilience, persistence to never give up, and the firm belief that I would eventually come out of it even stronger.”
What helped her through this time was having a role model to look up to and draw strength from: her mother, head nurse at a large hospital, who brought up Elina and her sister by herself and whom she calls a ‘Hero Mother’. “I have to thank her for my ability to be independent and strong in the face of adversity.”
REINVENTING HERSELF TIME AND AGAIN
Initially, Elina worked as a dental assistant in various Auckland surgeries and, having experience in facility coordinating for a multi-practice dental surgery, she had already progressed from assisting chairside to a more senior management role.
When she eventually moved to Tauranga she first juggled three jobs as dental assistant, waitress and boutique shop attendant. Then she took up a dental assistant’s role at Omokoroa Dental Surgery. “When Estée and Riaan bought the practice in 2017, they inherited me from the previous owner,” Elina says with a smile.
She stayed in this role until she finally plucked up the courage to ask for an opportunity to change to a front desk and admin position, as the assistant’s role was no longer stimulating. Admin also appealed because it came with opportunities for growth. Estée saw her potential and found a way to employ her in an admin capacity. “She tailored the job to suit my skills and ambitions while at the same time benefiting the business.” After a while Elina swapped jobs with Corleah, who, at the time, worked in Pyes Pa. It turned out well for both women as well as both surgeries.
A PROMOTION THAT SUITS TO A TEE
When both businesses were restructured during lockdown, Elina’s opportunity for professional growth had come with an offer of the management role she had secretly hoped for. The General Practice Manager’s role suited her because she is familiar with the clinical side of the business. “I can read x-rays, I understand the relevant terminology, and I’m technically interested so that I can deal with equipment repairs.” When talking to dental assistants and preparing performance reviews, she does so from a point of personal experience and expertise. “It’s a job where I can use my experience to help others.”
Elina loves the level of encouragement and care she receives from the owners and shares Estée’s attention to detail. “She is a woman with a vision who knows exactly what she wants and achieves it with clear communication and persistence. Estée is excellent at presenting what she needs from her support staff and in turn gives them the support they need.”
A WOMAN ON FIRE
Some locals know Elina in a totally different role. Wanting to do something for the community she approached the Omokoroa Volunteer Fire Brigade several years ago offering to help clean the premises and tidy equipment. “Instead, they suggested I consider joining them as a firefighter, which I did.” She stayed for four years, for a while the only woman in the team. Eventually it became too much with night calls and she resigned, deciding to focus on her job instead. However, one fire is still burning: Elina met her new partner, now fiancé, when they were both applying for a firefighter’s role. They have been together for six years now.
Elina loves nature and goes for long walks whenever possible. She also plays computer games. It seems her interests have stayed as wide and varied as they were when she was in school.
Read also: Firefighter Xavier Kennedy – part of a team.
GAINING FREEDOM BY DELEGATING RESPONSIBILITY
With new systems in place and Corleah and Elina in their new roles, Estée and Riaan have rediscovered and renewed their love of dentistry. Estée is also getting better at shutting the practice out of her head when she shuts the surgery door. “I feel more able to focus on our two teenage children and do more things together as a family.”
Life is good when everything in the business is running smoothly and everybody is happy in their respective roles, achieved with courage, encouragement and clear goals to pursue.