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The New Website

We are proud to announce the launch of - the new hub for all things Primera. The website allows patients to:

  • Research procedures and products before an appointment
  • Find out what real patients are saying about their experience at Primera
  • Stay up to date on the latest news for all of Primera service lines including Primera Slim Spa, and Primera Salon + Spa

"At Primera, we always put our patients first. The new website is meant to help our current and potential patients find what they need without a lot of wasted time and clicks," says Edward J. Gross, M.D. "We ask that patients take a look and let us know what they think so we can continue to improve on our efforts and provide the best experience possible."

Click here to visit

Mistletoe & Martinis 2016

Check out the photos from our 2016 Mistletoe & Martinis. Donations from this event benefited Kids House and their mission to help children in our community. We raised nearly $700 for the cause. Thank you to everyone who helped make the event such a success!

Click here to view the full album on Facebook.

Why Philanthropy Is a Cornerstone of My Practice

One of the most fulfilling aspects of my work as a facial plastic surgeon is using my Orlando-area practice to help military veterans and domestic violence victims. I’m honored to participate in both the Faces of Honor and FACE to FACE programs that offer reconstructive facial plastic surgery at no charge to these patients.

Both programs are coordinated by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), which serves as a resource to connect patients with face and head injuries with surgeons participating in the programs.

The Faces of Honor program assists veterans deployed to Iraq or Afghanistan who suffered facial injuries. It’s a way to say “thank you” to the men and women who serve our country by restoring a sense of normalcy to their lives after injuries that can be quite traumatic.

Through FACE to FACE, the AAFPRS puts victims of domestic violence in touch with local shelters, where counseling and support is provided. They are then given a referral to a plastic surgeon in the area who participates in the program.

As a specialist with more than 2 decades of facial reconstructive surgery experience, I see these programs as providing a unique opportunity to give back to our community. Healing the external reminders of violent injuries is a crucial part of the internal healing process that both veterans and domestic violence victims experience.

I also think my work in these programs benefits all of my patients at Primera Plastic Surgery. Reconstructive surgery is challenging and requires surgeons to stay current with the latest techniques, refining our skills. It also requires problem-solving skills, because no 2 cases are identical and devising a treatment plan often demands a creative approach.

If you’d like to learn more about either of these programs, please visit our special Faces of Honor website and the AAFPR’s FACE to FACE page.

Welcome Eileen Swenson, PA-C

Eileen Swenson, PA-C has joined the ranks of providers at Primera Plastic Surgery and Primera MedSpa of Winter Park. 

Eileen graduated from University of Florida College of Medicine, Gainesville, Florida with her Master of Physician Assistant Studies in June 2011.  Since then, Eileen has gained experience as a Physician Assistant in the Emergency Medicine Department, Orthopedics, Aesthetics and Bariatric General Surgery at Florida Hospital.   Eileen sought out Primera as an employer in hopes to carry on her philosophy of "emphasis is put upon continued excellence of medical care, patient satisfaction and teamwork."

Eileen resides in Orlando, not too far from the Winter Park location.  She is bilingual in English and Spanish and is very excited to be on board with Primera to meet and treat many new patients.  She will be an excellent addition to our family of providers at Primera.

NEW Palomar Icon Laser treatments now available at Primera Plastic Surgery!

Primera Plastic Surgery is now offering revitalizing skin with the Palomar Icon Laser

Beautiful skin is easier than ever with IPL (Intense Pulsed Light) therapy

  • Excellent results on tone, texture and overall appearance of your skin
  • Fast treatment sessions
  • Minimal downtime

Unveil your radiance by improving the appearance of:

  • Age spots and brown spots
  • Sun damage
  • Broken blood vessels

With laser skin renewal you can treat many undesirable skin imperfections on your face and body.
By targeting sun damage, brown spots and fine lines, this new technology provides you with clear results and beautiful looking skin! 


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Primera Providers and Staff Volunteer at Second Harvest Food Bank of Central Florida

- Dr. Gross and staff of Primera volunteered their time and energy at the Second Harvest Food Bank of Central Florida.  Second Harvest Food Bank of Central Florida is a private, nonprofit organization that collects, stores and distributes donated food to more than 550 feeding partners in six Central Florida counties: Brevard, Lake, Orange, Osceola, Seminole and Volusia. Last year, with the help of numerous donors, volunteers and a caring, committed community, the food bank distributed nearly 64 million pounds of grocery products – the equivalent of more than 53 million meals – to partner programs such as food pantries, soup kitchens, women’s shelters, senior centers, day care centers and Kids Cafes.

Second Harvest Food Bank is also a member of Feeding America, a nationwide network of more than 200 food banks that helps feed people across the country.

Visit Second Harvest Food Bank at to learn, to volunteer, to donate, to help. 


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Primera Plastic Surgery First Annual Purple Ribbon Event a Success!!

Primera Plastic Surgery hosted it's First Annual Purple Ribbon Event on October 1st.   The Purple Ribbon event helped generate awareness of Domestic Violence Prevention month - so much so that Primera will be able to make a monetary donation to the Face to Face Program of over $1000!

The event was deemed a success due in large part to our speakers, patient JennyLee Britt, Dr. Edward J. Gross and Gary Rubin, PA-C.  

The evening was very educational for pateints as a live demonstration of Voluma was provided by our expertly trained and experienced injectors, Physician Assistants Heather Crawford and Gary Rubin.   Patients enjoyed learning about Voluma, our practice, and enjoying snacks and conversation wtih staff and providers. 

Dr. Gross featured in New Beauty Magazine

Dr. Gross answers Questions on 'Who I am' as a Facial Plastic Surgeon. Click below to see answers and learn more about Orlando's expert in Facial Plastic & Reconstructive Surgery.

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Congratulations to Dr. Gross

Orlando Business Journal Reader's Choice Awards names favorite doctors, shops, restaurants, venues and more. Congratulations to Dr. Edward J. Gross and Dr. Armando Soto for being selected best Plastic Surgeons in Orlando.

Orlando Magazine Best of Orlando

Orlando Magazine's annual Best of Orlando Reader's Choice Awards has honored Dr. Edward J. Gross consistently as among top Plastic Surgeons. Primera Day Spa voted Best in Orlando and the new Primera Nail Salon made number two on the list.


Congratulations to all Winners

SafeHouse of Seminole - Mother's Day Treat

Mother’s Day Beauty Adventure presented by Primera Plastic Surgery & Edward J. Gross, MD - Benefiting SafeHouse of Seminole  May 9 – Every mom deserves a day off! But some mothers won’t have access to such luxury this Mother’s Day, due to lack of financial or emotional support related to circumstances out of their control. Giving back to the community and supporting victims of Domestic Violence....

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Primera MedSpa Now Open in Winter Park!

A new additional location for Primera is now conveniently located in beautiful Winter Park on Orange Avenue. Primera Med Spa will be embracing a holistic approach for this location, offering natural  products, injectables, skin care, facial and massage therapies.  We look forward to seeing you in Winter Park! 1270 North Orange Avenue, Suite E, WP, FL 32789 -- next to the Ravenous Pig restaurant.

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