Coral Reef Aquarium: Step into the Tropics

 is a true specialty store, tucked away in a small plaza. The exterior of the store is painted brightly with fish and sea-life, so once the store is discovered, it's difficult to miss.

But however eye-catching the facade, owner Jeremy Russell, who opened the establishment in 1998, laments the fact there is no sign in front of the building to help lure in potential customers.

"The Seekonk zoning laws are challenging," he said." I would love to see one with all the names of all the businesses on it. You definitely have to look for us to find us."

Even so, the store appeals primarily to a very specific clientele.

"We sell salt-water fish and coral." explains Jeremy. "And aquariums, of course."

The store mission is to supply individual's marine aquariums with quality livestock and supplies at competitive prices.

Russell claims, "From aquaculture of SPS corals to breeding clownfish, we've really covered it all in this specific arena."

People who are interested in maintaining salt-water aquariums tend to be mature adults who are willing to spend time taking care of the delicate sea-life.

"It's mostly older people who come in, though we have some young adults. It's mostly regulars, " says Russell.

Collectors of exotic sea-life can make some strange requests. Russell tries to find the livestock individuals are looking for, provided the requests are reasonable.

"Yeah, people will read in magazines or online and see something they think is cool and ask if we will sell it. I will get it for them if it's something that I think is appropriate for captivity. If not, I won't. We do get some crazy requests."

He divulges the most bizarre requests, but explains that they can't be granted unless the health and well-being of the sea-life can be guaranteed.

"People will ask for weird things sometimes, like jelly-fish or octopus, but they don't have the tanks to take care of them. So, most of the time I don't get that kind of stuff."

This sort of integrity is what makes a place like Coral Reef Aquarium special. Russell was able to grant one customer's unusual wish.

"People requested cuttlefish and set up tanks for them, so I was able to provide them with those fish. Cuttlefish are considered the most intelligent invertebrates and they are cool because they can change their skin color."

Russell is thrilled when people make requests for expensive livestock.

"Our most expensive item was a trigger-fish. It's semi-aggressive and costs five or six hundred dollars. It's interesting what people will spend for their hobbies, but it works for me!"

In spite of these sorts of requests, Coral Reef has struggled during this most recent recession.

"Back in previous depressions, going back to the Great Depression, people felt the pet industry was recession proof. People may give up their vacations, but they aren't going to get rid of the family dog, or in this case, their fish," explains Russell.

Things have gone differently during the current economy, unfortunately, and Russell claims that from the mom and pop businesses to the larger wholesale establishments, the pet industry has taken a serious hit.

"This recession has been so deep and prolongued, there's been a lot of long term wholesale establishments that have been around for 50 years or longer that are filing bankruptcy. It's been very difficult for us all."

To make errands easier for his regulars, Russell even keeps a supply of dog and cat food on hand.

"Many of my customers have dogs or cats as well. May as well get their shopping done in one spot!"