Magazine article Black Enterprise

Mr. Fix It: With a Goal of Enhancing Ethnic Beauty, Cosmetic Surgeon Builds Lucrative Practice

Magazine article Black Enterprise

Mr. Fix It: With a Goal of Enhancing Ethnic Beauty, Cosmetic Surgeon Builds Lucrative Practice

Article excerpt

[ILLUSTRATION OMITTED]

"IF YOU OPEN ANY TEXTBOOK REGARDING PLASTIC SURGERY, the face that's always pictured is an Anglo-looking woman with a pencil-thin nose," says Dr. Michael E. Jones. "That just isn't our community. Where's the textbook written on us?"

As founder and director of Lexington Plastic Surgeons, Jones gradually went from one location and one part-time employee in 2000 to a full-time staff of 10 and four locations across the country--New York City; Hackensack, New Jersey; Washington, D.C.; and Beverly Hills, California. Over the course of the journey, he found not only a niche, but a booming business; in 2007, Lexington Plastic Surgeons grossed $2.3 million. Revenues are expected to reach $3 million by the end of this year due to pursuing new markets as well as opening additional offices.

The American Society of Plastic Surgeons reports that nearly 12 million procedures were performed in the $12.4 billion cosmetic surgery industry in 2007, with nearly a quarter of those being performed on ethnic patients (a 129% rise since 2000).

The board certified Maryland native and graduate of the Columbia University College of Physicians and Surgeons likes to think he plays a small role in this growth.

Today, Jones' patients--some of whom travel from as far away as Europe to see him--include men and women of various ethnicities and ages. Their most commonly requested surgical procedures are rhinoplasty (nose reshaping), liposuction, face-lifts, Botox, the Brazilian butt lift, and breast augmentation. Jones, 39, performs rhinoplasty and face-lifts using techniques he's developed to minimize and eliminate the unsightly scars that mainstream procedures can leave on ethnic skin. …

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