About
AquaMarine IMPORTS in Appleton, Wisconsin is a dedicated saltwater coral shop that has built a devoted following across the state — and beyond. The store is owned and operated by Pepe, a marine biologist whose depth of knowledge is the single most-cited reason customers keep coming back. Reviewers from as far as Sheboygan and even Texas describe his coral selection as one of the most impressive they've encountered, with one longtime hobbyist noting they bought corals here 15 years ago and returned to start a new system.
What sets AquaMarine apart is that the corals are aquacultured on-site rather than shipped in from overseas collectors. That means healthier, tank-adapted specimens and no contribution to the illegal trade that damages natural reefs. The selection spans a wide range of coral varieties, and the store also carries saltwater fish, invertebrates, dried rock, and specialty equipment like Radion lights that other local shops simply don't stock.
Pepe's approach to customer education is hands-on and thorough. Multiple reviewers credit him with walking them through the nitrogen cycle, proper salinity measurement (he recommends Instant Ocean hydrometers over Fluval alternatives), and the fundamentals of reef keeping from day one. He communicates complex marine biology at whatever level his customers need, and his straightforward style — no upselling, no sugarcoating — earns trust even if it occasionally rubs some visitors the wrong way.
The store does have some noted friction points: inconsistent hours frustrate first-time visitors, prices aren't always displayed, and a handful of customers have had negative experiences with livestock quality and the owner's blunt communication style. But for the saltwater hobbyist willing to listen and learn, the payoff is significant. Customers regularly describe their tanks as thriving specifically because they followed Pepe's guidance.
In a part of the country where quality reef stores are scarce, AquaMarine IMPORTS fills a real void for serious coral enthusiasts across the upper Midwest.
What they offer
Livestock, services, water
- Livestock & products
- Services
- ConsultationTank Setup
- Specializes in
Highlights
What makes them special
- Exceptional coral selection — aquacultured on-site, not imported
- Owner Pepe is a marine biologist who provides in-depth saltwater education
- Customers travel from across Wisconsin and even Texas for the coral inventory
- Carries specialty equipment like Radion lights not found at other local stores
- Strong reputation for helping newcomers successfully start saltwater tanks
From keepers
Customer reviews
“Came here for the first time with my family looking for places to start our fish tank. The open sign was on and the paper on the door stated it was supposed to be open today 1 to 6. The door was locked so we waited for about 10 minutes before trying to call just to get no answer. We looked at other stores in the mean time and came back a hour later just for the doors to STILL be closed. We called again to once again get no response. I can’t say how the store or service was here due to not even being able to get inside the store.”
— Kp _1.06 days ago“I used to go there all the time bought an expensive fish from him told him from day one it would not eat all the way till a week later it died and told him and told him it would not eat did nothing will not be going back there”
— Ryan Eckrote1.0a month ago“Very knowledgeable and informative. He guided me in the right direction”
— Kathy Baltus4.0Edited a month ago“I bought a saltwater fish from this store, and it turned out to be one of the worst decisions I’ve made as an aquarium owner. Within a short time, the fish I purchased died — and soon after, every other fish in my tank started dying too. I’ve had my tank running healthy for months with no problems before this. When I tried to reach out about it, the owner was rude and completely dismissive. No apology, no accountability, no concern at all. Instead of helping me figure out what might have gone wrong, he acted like it wasn’t his problem. I’ve never experienced such poor customer service and low-quality livestock. If you care about your fish or your money, I’d recommend staying far away from this place.”
— Jackson1.03 months ago“I had a terrible experience at this saltwater fish store. When I asked the owner to put an item back because it was way overpriced, he rudely questioned where I got my price from. I told him Amazon, and he immediately told me to leave his store, shop at Amazon from now on, and never come back. I’ve never been treated so disrespectfully as a paying customer just for asking about pricing. Instead of handling things politely or explaining the difference in value, he chose to be arrogant and dismissive. I would not recommend this place to anyone — there are plenty of other stores that treat customers with respect.”
— robedbear1.03 months ago“Awesome place 😎”
— Renee Reichl5.011 months ago“Pepe is extremely friendly,helpful, and knowledgeable. He is a large reason our tank is successful!”
— Julie Guglielmo5.0Edited a year ago“Without the help of the owner, I would be lost, when I was a newbie, day one, he kindly educated me about saltwater care and the proper nitrogen cycle, and gave me the foundation I needed to start my tank. It’s now fully cycled, and sustaining life well, the owner left a lasting impression on me that I’ll remember for the rest of my life. I feel supported knowing that I can call the store if I have something major go wrong in the future. I will definitely be back, to purchase fish and inverts in the future. If it wasn’t for his help, and guidance on exactly what to do, I wouldn’t have been successful. So to whomever is reading this, and is a newbie like I was, this man will help you. Just take his advice clearly, and FOLLOW IT. He’s a marine biologist, he knows what he’s doing, and I couldn’t be happier with the things I purchased from him, my dried rock now had diatoms growing, everything he sells is top tier. If he doesn’t sell it, don’t use it… I learned my lesson with the Fluval sea hydrometer, and should have gotten the instant ocean one he sold instead. Mine doesn’t work now, but I have a proper refractometer, so it’s okay. He taught me to research EVERYTHING throughly and find out WHY things are the way they are before doing ANYTHING. Super grateful.”
— O.J.5.0Edited a year ago“Plethora of information and quality coral and equipment that no other stores carry like Radio lights.”
— James Owens5.0a year ago“Pepe helped us get our tank started and doing awesome. He is a wealth of knowledge and I learn so much every time I go there.”
— Joseph Guglielmo5.0a year ago
Reference
Frequently asked questions
Note — Store information and services may change. Always call (920) 380-0038 to confirm current availability, hours, and services before visiting AquaMarine IMPORTS.