Our Story: Friendly Fish Aquatics in Harlow, Essex
How a Childhood Dream Became Friendly Fish Aquatics
When I was asked as a child what I wanted to be when I grew up, my answer was always the same: “I want to own a pet shop.” While most kids were dreaming of becoming police officers or firefighters, I was already envisioning a future surrounded by fish tanks and tropical fish. I remember visiting Debden Pet Shop in Loughton, Essex; I must’ve been about seven years old and being mesmerized by a single tank of goldfish. That moment sparked a lifelong passion for fishkeeping and me bugging my parents for a fish tank.
I got my first tank, a second-hand 90-litre aquarium that my aunty had discarded in her garden. We cleaned it up and leak-tested it 24 hours later, and no wet carpet, so we were good to go.
I can still recall my dad taking me to Wet Pets in Romford. Walking into that shop was a truly unforgettable experience, seeing so many different types of fish, along with a massive marine aquarium that made up part of the counter and was beyond impressive. From then on, I was hooked.
I would often visit fish shops most Saturdays, bringing along a book to keep track of my growing “fish bucket list,” and my dream was to own all the tropical fish in the shop. To be able to do this, I needed to own an aquatics shop.
The Foundation of Friendly Fish Aquatics
As the years passed, My dream of owning a pet shop took a backseat, but my love for fish never changed. I continued to keep many aquariums with many different tropical fish from around the world. In my spare time I used it to explore various shops and study fish and their natural habitats, but one in particular left a lasting impression: Wayside Aquatics. It wasn’t a large shop, but it was clean and welcoming, and specialized in community fish—just like we do at Friendly Fish Aquatics. What truly inspired me was the approach the owner, James, had; he emphasized clean, healthy fish and he was actually quarantining properly unlike most that I had visited. His commitment to quality and care influenced me deeply and laid the foundation for some of the values of Friendly Fish Aquatics.
Why Harlow?
The decision to open Friendly Fish Aquatics in Harlow and Essex was inspired by my regular visits to the area while living in Waltham Abbey. Bonnie’s Oak Garden Centre was the only garden centre I used to visit; it had a very welcoming atmosphere and a huge selection of plants that attracted lots of people to the garden centre. Every time I visited, I couldn’t help but think, “This would be an amazing location for an aquatics shop.” My aspiration to own an aquatics shop had never wavered.
At the time, Harlow only had a marine shop, AAC, and the closest aquatics store was in Epping, Amwell, which is now closed down .But harlow did not have any other Aquatics in Harlow it self other than a couple of pet shops with a hand full of aquariums in them. I saw an opportunity to offer something entirely different—a store focused on clean, healthy fish where they are properly quarantined, and the aquariums that housed the fish for sale should be inspiring for customers to create and, most importantly, an enriching environment for the fish—not fish in a blue box. Confident in my vision, I approached the garden centre with my idea, and as they say, the rest is history.
Taking the Leap
The turning point came when my first son, Oliver, was about a year old. At the time, I was running a business that demanded extremely long hours. I loved the business as I created it from nothing but soon realized it was not good for my family and wanted to spend more time with them.
Whilst pondering what to do with the business, out of the blue, someone offered to buy my business, and it did not take me long to decide to sell it.
After a few months off and enjoying much-earned rest with the family, I knew I needed to go back to work. I wanted to do something different from the industry that I had just left. During that time, I did some soul-searching and realized it was the perfect opportunity to do something I loved doing the most: fishkeeping. So, me and Julie decided to give it a shot and open an aquatics shop. I spent the next year researching and training for the next chapter in my life, ensuring I was fully prepared to turn my childhood dream into a thriving business.
Memorable Milestones
Two milestones really stand out in our journey so far for Friendly Fish Aquatics. The first was the day we opened our doors. It was Saturday, 14th January 2017. My wife, Julie, who was heavily pregnant with our second child at the time, arrived at the shop at 8 am. We set everything up, and all we needed were customers. Now we waited with anticipation for our first customer. We had advertised a grand opening on Facebook and with a few bright yellow roadside signs advertising our grand opening. Initially, no one came, and by 11 a.m., I was exchanging nervous looks. But then, an elderly gentleman walked in and bought several fish. Hearing the till ring for the first time was a relief! Soon after, a family arrived, followed by more and more customers. By 1 p.m., there was a queue out the door, and the queue never went down until we closed at 5 p.m. The relief and how proud I felt on that day that me and Julie had worked so hard to create Friendly Fish Aquatics was a day we’ll never forget.
The second milestone came after two years of trading when the government introduced much-needed stricter regulations for pet licenses. On our first inspection by the vet and council licensing officer, they were so impressed with our care standards that we received a 5-star rating. Achieving 5 stars on a first inspection is rare in the trade, where many shops receive lower ratings.
Constant Growth and Evolution
When we first opened Friendly Fish Aquatics, we had just 53 tanks. Over time, we expanded to 109 tanks, which meant rethinking our shop layout. We moved dry goods to the front and side of the shop to create more space for additional tanks. About a year later, we began selling pond fish, which led to the addition of pond tubs and, recently, an aquascaping area featuring aquarium-safe wood and rocks.
Down the side of the shop, we created a Ciano aquarium showroom, showcasing these affordable aquariums—all the setups are in stock. By having a showroom, it allows our customers to get up close and see the quality and versatility of Ciano tanks before deciding on the perfect one for their home. We are always tweaking things in the shop so that we can provide customers with everything they need to create their dream fish tanks.
One of the changes I’m most proud of is expanding our quarantine system. At the time, the law only required three tanks for quarantining fish, but this didn’t align with our ethos of providing the healthiest fish possible. By juggling the layout, we increased our quarantine tanks to 30.
Another significant change was replacing two Betta systems with pint-sized glass containers. I felt it wasn’t fair to the fish, so we swapped them out for ciano Nexus 15 , giving the Bettas a far better environment.
A Unique Offering for Fishkeepers
What makes us different is that we specialize exclusively in community fish, making us unique in Harlow and Essex. Every tank in our shop is thoughtfully designed to firstly enrich the lives of the fish in the aquarium, and it gives customers ideas and inspiration for their own fish tanks. I like to think of each aquarium as a slice of the river. Whether you’re starting your first tank or enhancing an established one, you can shop with confidence knowing that all our fish are healthy and thoroughly quarantined. All our staff are experienced, knowledgeable, and we are always ready to help.
A Personal Favorite
Customers often ask, “What’s your favorite fish species?” And I can honestly say, it’s impossible to choose! One minute, I’m captivated by the vibrant colors of guppies, and the next, I’m admiring Corydoras for how adorable they look and their funny behaviours in the aquarium. With so many different fish in the hobby it’s hard to choose. Sometimes, it’s also hard for me to part with certain fish because I’d rather keep them for myself! Like anyone in the hobby, my favorites change, but my love for fishkeeping remains constant.
What Is My Dislike with the Hobby?
I’ve always loved peaceful community fish. There’s something incredibly relaxing about an aquarium filled with fish that coexist harmoniously with each other. I’ve kept predatory and aggressive fish in the past, like South American cichlids, snakeheads, etc., but I found it far too stressful to watch them chase and attack one another. I would be sitting at the edge of my seat, looking into the aquarium, getting frustrated with a fish that is doing what is natural to them. This brings me to the second thing I dislike about the hobby: seeing monster fish aquariums.I believe that Some fish should not be sold in the hobby; there are many of them unfortunately, but one that is very popular is the red-tail catfish. These can grow up to 5 ft and 180 pounds. You’re going to need a big tank or heated lake to accommodate one of these. I believe that a fish in our care should have the right environment and care to thrive.
A Community and Legacy
Over the years, the most rewarding part of running and growing Friendly Fish Aquatics has been meeting all the customers and being able to talk about fish every single day. I’ve been able to share my knowledge and also learned so much from the community of fish keepers that has grown around our shop. It feels incredible to share in their successes and challenges while building something that feels like a legacy—not just for me, but for all of us who visit the shop.
