Today we’d like to introduce you to Nicole Puentes
Hi Nicole, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Sure! My journey into ultrasound started at Del Mar College, where I graduated top of my class in Diagnostic Medical Sonography in 2015. I moved to Houston almost immediately after and hit the ground running—within just a couple of weeks, I was working full time and diving headfirst into the field I love. Over the next decade, I gained experience in both hospital and private office settings, covering everything from general and vascular studies to OB/GYN. I’ve always been passionate about the diagnostic side of sonography—it’s truly where my heart is.
Then, 2020 happened. I was expecting my first child and, like so many others, I was laid off due to the pandemic. I had never not worked before, and to be honest, I was terrified. But looking back, it was the biggest blessing in disguise. That moment of uncertainty is what pushed me to start my own business. I began with an elective ultrasound studio, but deep down, I always knew that was just the starting point. My real dream? A full-service, diagnostic imaging studio that also offered beautiful keepsake experiences.
Fast forward to today, and VMAX Imaging is that dream brought to life. There was a moment not too long ago where I considered giving it all up—but I told myself, “Before you throw in the towel, go all in.” So I did. I emptied my savings, invested in additional equipment, secured a beautifully designed office space, and fully committed. And it’s working. Things are trending up, and I’m finally seeing the vision unfold.
The ultimate goal? To one day expand VMAX into a full imaging center—Ultrasound, X-ray, CT, MRI, and even interventional radiology. It’s a big dream, but I’ve never been afraid of big dreams. They’ve gotten me this far.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Oh, absolutely not! It’s been anything but smooth—and honestly, I think that’s part of what makes this journey so meaningful. There have been more late nights, self-doubt spirals, and “what am I doing?” moments than I can count. Starting a business is never easy, but starting a business as a new mom during a global pandemic? That was a whole new level of challenge.
When I was laid off in 2020, I didn’t have a backup plan. I was pregnant with my first child, scared, and—for the first time—unemployed. But I’m not someone who sits still for long. I shifted gears and opened my own elective ultrasound studio. At the time, I had no roadmap and very few resources. I was figuring things out as I went—marketing, managing clients, handling equipment, navigating licensing, all of it. And like many small business owners, I faced months where I wasn’t sure if I could pay the bills or keep things going.
Fast forward to now, and I’m a mom of two. My children are a huge part of my “why.” I want to build something they can be proud of. And I want to show them what it looks like to chase a dream with everything you’ve got. Balancing motherhood and entrepreneurship is never easy—but my family is the foundation of everything I do. They remind me of what matters most and why I started this in the first place.
One of the hardest moments was last year when I genuinely thought I might have to walk away from it all. I was drained, emotionally and financially. But deep down, I knew I hadn’t given it my all. So, I took a deep breath, made the leap, and went all in—purchased my diagnostic equipment, leased a beautiful space, and poured every ounce of energy into building what is now VMAX Imaging.
The hard days taught me grit. The setbacks made me resourceful. And every challenge has shaped the heart of this business—personal, professional, and rooted in purpose.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
VMAX Imaging is a refined, high-end diagnostic and elective ultrasound practice serving the Houston area. We specialize in providing top-tier imaging services with a warm, personalized approach—bridging the gap between clinical excellence and meaningful patient experiences.
On the diagnostic side, we offer a comprehensive range of ultrasound studies, all interpreted by board-certified radiologists. Reports are typically available to providers within 24 hours. While we don’t currently accept insurance, our pricing is structured with accessibility in mind—often less than the average copay or deductible. Everyone deserves access to quality care, and it’s a privilege to partner with a variety of local providers who value that same mission.
We also offer keepsake ultrasounds—beautifully curated experiences for growing families. What sets VMAX apart is the level of professionalism, expertise, and heart that goes into every session. I’m triple-registered with the ARDMS and have nearly a decade of experience in both hospital and office settings. So even in an elective setting, families can rest easy knowing they’re in capable, highly trained hands.
Patients often tell me they can feel the difference the moment they walk into our space. And that’s intentional. I designed the office to feel sophisticated, serene, and welcoming—like a true retreat. Our keepsake sessions include unlimited photos, heartbeat teddy bears that are unique to VMAX, and the kind of attention to detail that makes the moment unforgettable.
We’re also proud to offer mobile services for both diagnostic and elective ultrasounds—perfect for providers who want in-office imaging or for families who prefer the comfort of their own home.
But beyond services, what I’m most proud of is the heart of this brand. VMAX Imaging was built on the belief that you shouldn’t have to choose between excellent medical care and a personalized experience. You can—and should—have both. Every patient is treated with warmth, respect, and the kind of care I’d want for my own family.
And if you’ve ever wondered what “VMAX” stands for—it’s deeply personal. V is for Vick, my beloved first pitbull who was the most loyal, loving companion and passed in 2023. M is for Mia, our sweet rescue pup who instantly became the kids’ sidekick. A for Ava, my firstborn, and X for Xavier, my youngest—my two greatest inspirations and the reason I show up every day with passion and purpose. Family is everything to me, and that energy is woven into every corner of this practice.
Ultimately, VMAX Imaging isn’t just about what we do—it’s about how we do it. With precision. With empathy. And with a deep commitment to making people feel seen, cared for, and confident in their care.
Are there any books, apps, podcasts or blogs that help you do your best?
I’ll admit—I’m not always tuned into the latest productivity podcast or self-help bestseller. Between running a business and raising two little ones, sometimes just finishing a hot coffee without reheating it three times feels like a personal victory!
But what really fuels me are real conversations with people in my professional circle. I “confab” regularly with the amazing providers I partner with, and those conversations are often some of the most impactful. We support each other, share ideas, and grow together—which has been a huge part of building VMAX into what it is today.
I stay connected through events like the Katy Birth Network and the Houston BIRTH Fair, which are both incredible spaces for collaboration and community within the birth world. And I have a strong respect for Direct Primary Care practices—they truly reflect the kind of patient-focused, relationship-centered care I believe in.
On the personal side, I’ve been diving into parenting books that focus on conscious and gentle parenting techniques, and I’ve found so many of those principles have influenced how I approach my business too—leading with empathy, staying present, and always striving to create a safe, respectful experience for every person I work with.
For tools, I rely on Noterro for practice management—it keeps me organized and allows me to focus more on patient care and less on paperwork. I use Square for credit card processing and Canva for designing everything from social posts to educational materials. Each tool helps me present my brand the way I want it to be seen: thoughtful, elevated, and professional.
And above all, my greatest source of motivation is my family. My two children are my daily reminder of what truly matters, and they inspire me to build something meaningful—something they can be proud of one day.
Pricing:
- Diagnostic Ultrasounds – Starting at $150
- Keepsake (Elective) Ultrasounds – Starting at $120
- Mobile In-Home Services – Additional fee starting at $75
- Radiologist Fee – Included in all diagnostic services
- Full pricing available at vmaximaging.com
Contact Info:
- Website: https://www.vmaximaging.com
- Instagram: https://www.instagram.com/vmaximaging/
- Facebook: https://www.facebook.com/VMAXimaging
