About
Pure Reef in Alpharetta, Georgia is a saltwater-only aquarium store that has earned a devoted following across the greater Atlanta metro area — and for good reason. Owned and operated by George and Angela, who have been in the marine aquarium business for over thirty years dating back to their original Jonesboro location, this family-run shop radiates expertise and genuine passion for the reef hobby. Walk through the doors and the first thing you notice is how immaculately clean everything is.
The showroom is bright, well-organized, and features stunning display tanks that double as inspiration for your own build. The livestock — saltwater fish, corals ranging from softies to LPS to SPS, cleaner shrimp, and other invertebrates — is maintained to a standard that multiple reviewers describe as the best they've seen in the state. You won't find ich-ridden fish or overcrowded tanks here.
Every frag and fish looks healthy and vibrant. The coral selection is a major draw, with knowledgeable staff members like Matt, Rob, Lee, and Jennifer who can walk you through placement, lighting requirements, flow needs, compatibility, and color pattern design for your reef tank. They've built custom tanks for customers that have lasted over seven years, and they're just as happy helping someone set up their very first saltwater system as they are advising a forty-year industry veteran.
Beyond livestock, Pure Reef stocks a comprehensive range of dry goods, equipment, rocks, salt mixes, and RODI setups at prices that compete with online retailers — a rarity for a brick-and-mortar store. Their return policy on livestock is frequently praised, and their alive guarantee gives buyers confidence. Multiple customers drive well out of their way to shop here, passing other stores along the route, because the combination of pristine livestock, competitive pricing, and deeply knowledgeable staff simply can't be matched elsewhere in Georgia.
If you're serious about the saltwater hobby in the Atlanta area, Pure Reef is worth the trip north to Alpharetta.
What they offer
Livestock, services, water
- Livestock & products
- Services
- Specializes in
Highlights
What makes them special
- Saltwater-only specialist with 30+ years of experience under family owners George and Angela
- Immaculately clean showroom and livestock tanks consistently praised as the best in Georgia
- Extensive coral selection including softies, LPS, and SPS with expert care guidance
- Custom tank builds with proven longevity — some lasting over 7 years
- Dry goods and equipment priced competitively with online retailers
From keepers
Customer reviews
“This is the cleanest and nicest saltwater store around Atlanta. My only concern is that there is no quarantine for new fish, but this is where I'll buy my needs going forward.”
— Shane Reynolds5.0a month ago“Excellent place for building your tank and information.”
— Jamie McCloskey5.03 months ago“Tanks were clean and they had a great selection of fish. Not so mich on the corals when we were there. Prices were pretty high. Staff was attentive and knowledgeable”
— Chris Walsh4.04 months ago“I highly recommend Pure Reef. The staff is always personable, very helpful, and extremely knowledgeable. The store and tanks are super clean. They have a variety of dry goods and the price is competitive.”
— Vu Tran5.04 months ago“Rob helped my son and I today along with the rest of the staff at sperate times. My son has some special needs and the staff went above and Beyond to make him happy and answer any questions he had. They even let him feed some bottom feeders. I completed my tank build and was thrilled with my experience. My family will be coming back. Such a great experience from the entire staff.”
— Mccallum Kelly5.0Edited 5 months ago“Well knowledged staff .great selection of Marine products and life”
— Louie Doden5.05 months ago“I brought my grandchildren PureReef a few days ago and they had the best time! Thank You Jennifer for a great tour! The shop was clean, bright, and nicely decorated. The layout had a nice flow and all the tanks were clean and bright.. I would recommend this shop for anyone with a saltwater tank!”
— Susan Willett5.06 months ago“My go to local store. Great staff. They provide great guidance.”
— Santiago Vega5.06 months ago“Found everything I needed and the fish are very healthy.”
— Kellys Automotive Repair5.06 months ago“Best fish store in georgia out of the 17 I've been too. Best return policy on dead fish too.”
— Kainye Okoli5.06 months ago
Reference
Frequently asked questions
Note — Store information and services may change. Always call (770) 754-7971 to confirm current availability, hours, and services before visiting Pure Reef.