About
SimpReef LLC — operating from what many Jacksonville locals still remember as Fish Mania — is a compact, densely stocked fish shop that has built a devoted following around one thing: cichlids. Reviewers consistently praise the store's peacock cichlid selection as the best in town, and the variety rotates weekly with new arrivals that keep regulars coming back. Beyond cichlids, the shop carries coral, plecos (including bushy nose varieties), and even a giant puffer fish that draws attention from visitors the moment they walk through the door.
The store underwent an ownership change that many customers say brought a friendlier, more welcoming atmosphere. Staff members — Neil and Gerry among the most frequently mentioned — are praised for their patience and willingness to spend real time with customers, including younger hobbyists learning the ropes. One reviewer described driving all the way from Kentucky and leaving with fish to take home, which says something about the draw.
Pricing is a consistent highlight. Multiple reviewers call SimpReef the best value in Jacksonville, with rare fish appearing at surprisingly affordable price points. The shop also features large indoor ponds that add visual impact to the small space, and there's apparently even an eat-in café on-site — an unusual touch for a fish store.
That said, the store's track record on fish health is polarizing. Several customers report losing fish within days of purchase, citing poor water quality in bags and signs of illness. The shop's no-refund policy on deceased fish has frustrated some buyers.
On the other side, long-time customers report keeping their purchases alive for well over a year with no issues. For Jacksonville aquarists chasing cichlids, coral, or unusual freshwater species at competitive prices, SimpReef is worth the visit — just inspect your fish carefully before bagging them, and quarantine new additions when you get home.
What they offer
Livestock, services, water
- Specializes in
Highlights
What makes them special
- Widely praised as Jacksonville's best cichlid selection, especially peacock cichlids
- New fish arrivals weekly with rare species at competitive prices
- Large indoor ponds and an on-site eat-in café
- Patient, knowledgeable staff including Neil and Gerry
- Carries both freshwater and saltwater stock including corals and puffers
From keepers
Customer reviews
“Came here because of all the positive reviews, and the reviews are so right!!! Couldn't ask for nicer people so informative and patient, and their prices are amazing definitely going back again !!!!”
— Pam5.0a year ago“Verry helpful They answer all your questions they don't rush you.”
— Gisella Williams5.02 years ago“Found some rare fish at a good price...mostly cichlids ..but a good mix of new fish weekly. Happy I stopped in”
— Chad lee5.0Edited 2 years ago“Great prices and friendly service. Would recommend. Large selection of stock to choose from and even have a eat-in cafe with great food. The large indoor ponds are a nice added touch as well.”
— Alfredo Rosado5.0Edited 3 years ago“Came down from Kentucky to visit my mother. Ended up buying fish from them and taking home with me.”
— Candice Snyder5.03 years ago“Friendly staff great selection”
— Marcus Rollins5.04 years ago“Great place!!! Neil is awesome!!!! Thanks again!!!”
— Genghis Shawn5.04 years ago“I bought 1 pleco he said it was bushynose.?..any way the pleco die..a pleco one of the hardiest fish ...no care for fish healt..whatsoever.!!.”
— Joi Velez1.04 years ago“Great selection of peacock cichlids!! You can tell they are very passionate about their fish selection. Will definitely return!!”
— Richard Brosnahan5.04 years ago“Decent fish. Better than most places in Jacksonville. New ownership so I'm changing my review. recommend. Very fair owner. Last owner RIP, was a know it all and not very friendly at all. The new family that owns it is very friendly and is starting to make some new changes.”
— Wes G4.0Edited 4 years ago
Reference
Frequently asked questions
Note — Store information and services may change. Always call (904) 322-1734 to confirm current availability, hours, and services before visiting SimpReef LLC.