We recently connected with Jamie Lanier and have shared our conversation below.

Hi Jamie, thanks for joining us today. What’s the backstory behind how you came up with the idea for your business?

I started as a passionate hobbyist that was frustrated by the lack of customer service and help I was receiving going into fish stores. Having visited fish stores in different states and countries something that was consistent was cramped, hot & humid environments where aquatics specialists didn’t seem to have much knowledge about proper fish husbandry. I would notice expired fish foods being sold, injured, sick or dead fish in the tanks of fish for sale. I got to work at a fish store in Florida that offered aquarium services which wasn’t something I ever knew was a service in Washington State. So when I moved back as was asked to go back to work for Petco I decided to start offering to do aquarium services after work. During the pandemic I ended up making some business cards to pass out to people looking for aquarium services as more people were getting into the hobby during that time. My passion for fish and educating fish keepers helped set me apart from most as I was always willing to answer questions at all hours of the day. As time passed I started to see how beneficial this hobby is for people of all walks of life. It truly brings a calming sensation for people and for those that truly grasp this hobby they get to see firsthand how amazing ecosystems are.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I started as a passionate hobbyist that was frustrated by the lack of customer service and help I was receiving going into fish stores. Determined to learn as much as I could I decided to quit my day job as a graphic designer to work at Petco in the fish department. While working there I learned that proper training was not provided and so I began doing research myself every day after work. Eventually I got the opportunity to visit Florida where a local 20,000 sqft fish store was hiring and I decided to ask for an interview and told them I would move to Florida in a month if they hired me. Fortunately, they said yes and so I packed up a backpack of stuff and moved there a month later. I got hands on experience learning from people that had been in the industry for 40 plus years which was amazing. After being there for a while, I had to move back to Washington State for my family and went back to Petco. Then the pandemic hit & I noticed a need for an Aquarium Maintenance & Service Company as more and more people were getting aquariums to enjoy since everyone was staying home more. I began to build up my clientele list by launching my website & passing out 25 business cards a day. Before I knew it I was getting off work and going to clean fish tanks for people every day. My collection of fish tanks started to grow at home and at some point the dream became opening my own fish store that offered aquarium services. However, I didn’t want a traditional fish store. I wanted someone to feel like they were walking into an Aquarium Gallery. One of the big things I noticed while merchandising at the fish stores, I was working at, was that there was isles and isles of fish foods from many brands that were very similar in their formula, most of which had been sitting on the shelves for over a year. This got me thinking and the idea of a fish food refill station popped into my mind which would provide the freshest foods possible for my fish as well as reduce our carbon footprint. Then one day I went into work at Petco and was told my boss that hired me had falsely promised me a raise if I met certain goals he put in place for me. Disappointed I reached out to the district manager and discovered that high performance and 5 star reviews about my customer service was not enough to even get me a 2 cent raise which became the reason I officially opened my business. The next day I started looking for a retail location & I set a goal for the amount of service accounts I wanted to have before opening my fish store. The hunt for small wholesalers began as I wanted to buy my fish and supplies from someone that did it on a smaller scale to ensure the best health and quality of my fish. I knew that I also wanted to medicate all the fish I got at the shop to ensure I was doing everything I could to not sell someone a sick fish. Within 6 months of leaving my corporate job I signed a lease and began moving my collections of fish tanks to the new shop which officially opened July 2022. We are expanding now to offer Build A Bowl workshops and host birthday parties for kids and adults.

What do you think helped you build your reputation within your market?

Customer service and my willingness to help answer people’s questions. Fish keeping really is a case by case thing as every persons fish tanks are set up a little differently so taking the time to listen is very important. Also I approach each situation knowing that people really do care about their pet fish and they genuinely do try their best but with the lack of resources to help so it’s important to not making people feel bad for simply not knowing what they needed to do to provide the best quality of life for their fish. Which is why its my mission to help educate the next generation of fish keepers. I also think the passion and excitement I have really makes a difference on why I have been able to build a reputation for myself.

Can you share one of your favorite marketing or sales stories?

While working at Petco I made my website and designed business cards for Aquarium Services which was something that didn’t directly compete with Petco but I knew was a bit of a gray area. Regardless I knew it was worth the risk for me to be passing out at least 25 business cards a day to customers walking into the fish department at Petco. Long term I have been able to maintain great relationships with other aquatics specialists in my area even though I no longer work for big box stores by spending the time to educate some of the new hires. Till this day I drop off business cards to my old co workers and new employees of other pet stores whom help refer people that need my services to me. I recall having a meeting with an old timer that was retiring from doing aquarium services who told me how he use to make flyers and put them on peoples cars at the parking lots of Petsmarts and Petco which is what helped spark my idea.

Contact Info:

• Website: www.myaquariumpro.com
• Instagram: https://www.instagram.com/aquariumpropnw/
• Facebook: https://www.facebook.com/aquariumpropnw
• Yelp: https://www.yelp.com/biz/aquarium-pro-centralia
• Other: https://www.chronline.com/stories/finding-a-mission-in-fish-aquarium-pro-in-centralia-wants-to-educate-the-next-generation,302635