Tucked away in Pinellas Park, Living Color Tropical Fish is one of those stores that rewards the curious. The exterior is unassuming — multiple reviewers admit the building doesn't look like much from the outside — but step through the door and you'll find rows of tanks stocked with an impressive variety of freshwater fish at prices that consistently surprise people. Owner Ken has built a loyal following in the Tampa-St.
Pete aquarium community by focusing on what matters: healthy fish, deep knowledge, and genuine care. Cichlids are the main draw here. Reviewers rave about the selection, calling it an amazing variety of different breeds you won't easily find elsewhere.
Discus are also part of the lineup, and Ken keeps shrimp reliably in stock for planted tank enthusiasts and invertebrate keepers. Several customers mention discovering species they'd never seen at other local shops, suggesting Ken actively seeks out uncommon and rare varieties to keep things interesting for repeat visitors. What sets Living Color apart is Ken himself.
Nearly every review mentions his willingness to spend real time with customers — examining photos of a sick cichlid, explaining care requirements in depth for a first-time buyer, or simply talking fish with anyone who walks in. One customer drove specifically to the shop after calling ahead because no other store carried what she needed, and Ken delivered. That kind of personalized consultation is hard to find at big-box retailers.
Pricing comes up again and again as a standout. Reviewers describe the deals as the best and most affordable in the area, with a higher success rate on fish health to back it up. Ken clearly prioritizes keeping his stock in good condition, and most customers report their fish thriving after purchase.
Living Color is a small, owner-operated shop with character and substance. If you're in Pinellas Park or the broader Tampa Bay area looking for quality freshwater fish — especially cichlids — Ken's place is absolutely worth the visit.
Kevin Farley
93 reviews
Best prices... always has shrimp
S Guillaume
47 reviews
They carry fish I haven't seen anywhere else! Very cool varieties and all fish looked healthy! Can't wait to come back and get a whole bunch for our new tank! Prices are fantastic and the owner works hard to keep his fish stocked and full of cool ones!
maryann Manies
15 reviews
I found the store by accident, I was looking for someone, knowledgeable as I had a sick cichlid. He was more than willing to help me look at my pictures. Talk to me about fish what goes wrong? What goes right? I wandered around the store. He has some beautiful fish. I will be back to buy some once I get my hospital tank closed down and the other two tanks functioning properly. Very nice very helpful
Sarah Fogarty
35 reviews
Today was my first time visiting this store. I'm so happy we found it. The owner was super friendly and spent time talking about the different types of fish he had. The selection was great, I had a hard time narrowing down what to get. Thankfully, the prices were really fair, and I was able to get a couple of different things. Everything is home and set up, and I am so happy with my purchase. If you have never been there, this place is definitely worth taking the time to see in person!
Steven Muscati
8 reviews
Great looking fish, and a large variety to choose from, great prices..cant wait to go back
Ken R
107 reviews
Do not let the outside appearance fool you, this is a gem for the Tampa / St Pete aquarium community. A large selection of healthy cichlids at reasonable prices with a personable owner who is happy to help. I’ll be back!
Rodney Hollinshed
369 reviews
If they're open I couldn't tell
Brook Sirois
27 reviews
I went in yesterday around 6pm with my Fiancé and 2 toddlers. I called prior to me coming into the shop, to make sure they had what I was looking for, because no where else did. Well He did have what I needed. When I got to the shop - Its an older shop but he has the best shop I think I have ever seen, He takes amazing care of his fish an he was has AMAZING/knowledgeable information. I got 3 fish from him yesterday and he made sure he explained everything in depth to me. I think his name was KENN but he was amazing and I will definitely be back for more fish from him! Thank you so much for all of your help sir! ** I highly suggest coming to Ken for anything you need, he has a variety of so many different fish/items!** - Brook S.
Quinn Stancil
10 reviews
Old looking shop with Great deals good healthy fish! You can tell the owner really cares about what he does and has a passion for the work.
Charles McLemore
Awsome place 👌 Owner Ken is very helpful 😀 👍 He also has much experience to offer
Note: Store information and services may change. Always call (727) 546-2765 to confirm current availability, hours, and services before visiting Living Color Tropical Fish.
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5700 74th Ave, Pinellas Park, FL 33781
February 7, 2026
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