Bringing Beverly Hills Cosmetic Surgery to the Middle East

What a group of California plastic surgeons learned from practicing in Dubai
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Ina Fassbender/Reuters

Dr. Jason Diamond wasn't aware that his E! reality TV series Dr. 90210 was being aired on the other side of the planet. That is, until patients began arriving at his Beverly Hills office from all different parts of the Middle East. A facial specialist, Diamond was one of a group of prominent plastic surgeons featured on the show from 2005 through 2008. His new clientele included members of some of the most powerful and wealthiest Arab families in the world, including royalty from different countries in the region. They all wanted him to perform plastic surgery.

Diamond treated these patients in the United States initially. Over time, though, they began to ask if he'd be willing to travel to provide his services for them and their families at home. Eventually he decided to give it a shot. It took a year to get his license there and to settle on a medical facility where he could operate, but he eventually settled at The American British Surgical and Medical Centre in Dubai, founded by British plastic surgeon Mendy Kahn.

"It's my opinion, and I'm as a big an authority on this as anyone in the world, that they care more about their appearance than Beverly Hills' women."

Diamond was unprepared, though, for just how popular he was in Dubai. "It was ridiculous, there were people lined out the door to see me," he recalled of arriving there for the first time in October of 2009. "I was seeing people until one in the morning. I had never seen anything like it, so I decided to come back like a month later. And it was the same story, so I decided to make it a regular thing."

As a Beverly Hills plastic surgeon, Diamond was used to patients asking for Halle Berry's nose or Megan Fox's lips. He knew he could deliver on those requests, but he was unclear about the beauty ideals he'd encounter in a different part of the world -- if he would be able to translate them using his existing skills. It turned out he didn't have to.

In Dubai, about 60 percent of Diamond's current patients are Arabs who all speak fluent English. The remaining 40 percent are expatriates from Australia and Europe. Within the Middle Eastern group he sees local Emirati, as well as patients from other GCC countries like Saudi Arabia, Kuwait, and Qatar. He also has patients who fly in from India, Africa, and Russia. Across the board, though, he said, "They have very similar beauty ideals to what we have here based on the Hollywood influence ... that was a really big shock to me."

gI_133206_Dr Jason Diamond MD.jpgDr. Jason Diamond

The first physician Diamond recruited into his new practice was Dr. David Matlock, who specializes in several procedures that he pioneered such as VASER Hi Def Liposculpturing (also known as "advanced surgical bodybuilding"), laser vaginal rejuvenation procedures, and Brazilian butt augmentations. "They say, 'I want a Beyonce butt, I want a J-Lo butt, I want a Kim Kardashian butt,' and it's amazing to think the same things I'm doing here, I'm doing over there," Matlock said.

There are small variations in taste, according to Dr. Marc Mani, the second surgeon Diamond brought into the practice. His patients in Dubai primarily consist of women in their mid-20s to mid-40s, mostly Arabs from Qatar, Saudis, local Emiratis, and Persians, 50 to 60 percent of whom dress in traditional robes. Breasts lifts and tummy tucks are the most common procedures that he performs there, with a fair amount of nose jobs and eyelids. "I think their beauty standards are more realistic in that they want to fit in with their own ethnicity," said Mani regarding his Arab patients."They are not denying their own ethnicity. They're somewhat influenced by Western standards, but in subtle ways. They want their nose to be refined a bit, but they don't want it to be a cute upturned, classic American nose. They don't want it to look fake."

It could seem counterintuitive for these women to invest so much in their appearances given that many are covered by traditional garments for much of the day. Diamond explained, "It took me a while to figure out, but in the Middle East many men are allowed to have four wives. The women want to be feminine and beautiful for their men. That is their job; they are not out working. There's no women's lib. Their job is to look good for their men, and that's all they care about."

"It's my opinion," Diamond added, "and I'm as a big an authority on this as anyone in the world, that they care more about their appearance than Beverly Hills' women."

"Their job is to look good for their men, and that's all they care about."

Though the women may indeed be very invested in looking good, the men are relatively uninvolved when it comes to the surgeries their wives undergo. On occasion, women have a mother or sister with them to see the doctors, but more often than not they show up alone. "I would say I see more often here [in Beverly Hills] men coming in with their wives saying, 'She needs to do this, or I really wish her breasts were bigger or smaller,'" said Mani. "The women are very self-directed there; they're very empowered over their own bodies and know what they want. Men are not driving their wives to have plastic surgery."

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Sagit Maier-Schwartz is a marriage and family therapist and writer based in Los Angeles.

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