Turning Setbacks into Strength: Building a Practice Rooted in Purpose

From hospital bed to practice buildout, meet the powerhouse behind Asheville’s newest ortho startup,  Everyday Orthodontics.

No two startup journeys are the same. But every once in a while, a story stops you in your tracks. Dr. Elizabeth Yenidjeian, better known as Dr. Liz,  is one of those stories.

Founder of Everyday Orthodontics in Asheville, NC, Dr. Liz’s path to ownership wasn’t easy, linear, or predictable. It was layered, messy, and deeply human. But through every setback, she found a way forward. Her story is a masterclass in resilience, resourcefulness, and redefining what it means to build something meaningful.

From Caregiver to Clinician

Raised in a vibrant New York household, Dr. Liz learned early what it meant to care for others. Much of her childhood was spent helping raise her autistic sister, an experience that shaped her heart for service and gave her a maturity far beyond her years.

A temporary job at a pediatric dental office sparked something unexpected. Dentistry, then orthodontics, became more than a career;  it became a calling. One that would take her through dental school, a craniofacial fellowship, and years of practice across both academic and private sectors.

The Dream Gets Real

Like many founders, Dr. Liz eventually hit a crossroads. She realized she wanted more than a clinical role;  she wanted to create an environment that reflected her values. One that felt personal, intentional, and real. Asheville’s warm, creative energy was the perfect fit.

And so, the vision for Everyday Orthodontics was born: a place where connection comes first, and patients feel seen the moment they walk in the door.

The Setbacks Start Rolling In

But dreams don’t unfold on a perfect timeline.

The first office lease turned out to be a lemon,  hidden flooding issues sparked legal headaches, and a major pivot. Then came the unimaginable: a rare spinal diagnosis requiring multiple surgeries, one of them life-threatening.

Most people would’ve hit pause. Dr. Liz hit print on her buildout plans instead. From her hospital bed, she kept the project moving,  reviewing renderings, making decisions, and refusing to let momentum slip away.

A Practice Built on Pie and Purpose

Once she was back on her feet (literally), Dr. Liz knew she didn’t want to market her practice the traditional way. Instead of glossy ads or cold calls, she baked pies. She hand-delivered them to local dentists, starting conversations the old-fashioned way: with warmth and intention.

And guess what? It worked. Her authenticity stood out. Because when you're truly showing up for your community, people notice.

Turning a Hurricane into a Moment of Impact

Just as the practice was nearing its grand opening, a hurricane tore through the region. With power out and people in need, Dr. Liz opened her still-unfinished office to the community, offering warmth, water, and a safe place to land.

It wasn’t a planned “marketing moment,” but it became one anyway. That act of service captured who she is,  and what Everyday Orthodontics stands for.

Still Growing, Still Grounded

Today, Dr. Liz is entering year two of ownership, and her focus remains unchanged. She’s building her team with the same heart she brought to her launch. She's still showing up with purpose. Still turning curveballs into community moments. And still making space for the things that matter most.

The JA&A Takeaway

Startups aren’t about perfection. They’re about persistence.

Dr. Liz’s journey is proof that when you lead with purpose and roll with the chaos, you can build something unforgettable. Whether you’re dreaming up your future space or knee-deep in construction dust, remember: the strongest practices aren’t just built. They’re lived into. Day by day, decision by decision.

And sometimes… with a pie in hand.