A group of leading plastic surgeons are setting up an internet company to offer cut-price breast surgery in a bid to stop patients from seeking treatment abroad.
Although many overseas clinics have fully-trained surgeons and offer excellent patient care, the surgeons setting up mybreast.org are hoping to prevent less affluent patients from visiting cheaper, disreputable clinics.
The surgeons are focussing on breast augmentation surgery and have reduced the cost from £7,000 to £4,250, offering a significant saving.
Norman Waterhouse, former president of the British Association of Aesthetic Plastic Surgeons and one of the new company's founders, told the Times: "For a large number of women - particularly young women - breast augmentation is very price-sensitive and, if you are a young woman working as a secretary, for example, then an extra £100 makes all the difference."
Mr Waterhouse said that, although they have been raising awareness of the importance of quality for the last 15 years, many women still go for the cheapest option.
"Mybreast.org is a commercial provider - there is no question of that," he admits.
"However, we are trying to provide a very high quality service at the same price offered by the commercial clinics."
All operations will be performed by British-trained consultant plastic surgeons with a specialist cosmetic surgery qualification from the Royal College of Surgeons.