Investigators say 35-year-old Emely Martinez operated under the name “Itsthe Veneerlady” on social media, advertising cheap smile makeovers inside a strip mall beauty bar in Pinellas Park. Clients say she promised affordable veneers and long-lasting results, but what they got instead was glue, pain, and thousands in unexpected medical bills.
One victim ended up in the emergency room after Martinez allegedly used nail glue to attach veneers inside their mouth, causing extreme pain that required urgent dental surgery. Another customer paid over $1,600 for veneers that kept falling out. When they went back for repairs, Martinez re-glued them twice before cutting off all contact. Police say she also charged up to $3,000 for full veneer sets, claiming they would last years even though she had no license or proper training.
Martinez was arrested and charged with practicing dentistry without a license, scheme to defraud, and other offenses. Records also show she was previously arrested in Hillsborough County earlier this year for similar charges but continued offering her services. She is currently being held in Pinellas County Jail on bond reported around $40,000.
Dentists warn that unlicensed cosmetic procedures like this can cause permanent damage. Unlike licensed professionals who use medical-grade bonding materials, Martinez is accused of applying industrial adhesives like superglue and nail glue directly to patients’ teeth and gums. The American Dental Association has repeatedly warned against the rise of so-called “veneer techs” advertising cut-rate procedures online without any medical training.
Authorities believe there may be more victims who paid for her services and are asking anyone affected to come forward.
