ABOUT US ...

JJ Reefs started out of frustration and disgust with the industries "Good Enough" standards. While working at the original Store under the previous ownership J dreamed of how she would run a store if she owned one. What standards of husbandry she would set for the animal's care, what protocols to put in place for quarantine and pest control, the products to introduce and fun ways to educate other hobbyists. Most of all what type of experience she wanted the customers walking through the doors to have. J was offered the chance to buy the store and shared these dreams with family and a few close friends who were also sick of the way the industry ran. This is when the idea of establishing a store where everyone from beginner to advanced hobbyists could shop with confidence became a group goal! A store where anyone could shop knowing that the animals and products, they bought were hand selected and cared for in the best possible manner to ensure their health and success. The store was purchased in April of 2024 from the old owner and the new team jumped headfirst into the extensive rebuild. Gutting everything including the plumbing and rebuilding it from the ground up. We officially opened September of 2024 under the previous name with plans of keeping it. However, as the New Year approached, we quickly realized that what we had built and the community we were creating deserved a NEW IDENTITY all its own, so on Jan 1st 2025 JJ Reefs was born! We are still building and changing daily because as a team we always feel we can find ways to improve for ourselves, the animals and our customers. We are proud of our store and no matter what will always put the animals and customers ahead of our bottom line. Most of all we promise to never let ourselves become complacent and fall into the "Good Enough" category.