SimpReef LLC

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.