About Us
About The Store
Pure Reef is one of Georgia’s elite full-line saltwater aquarium stores. Located in Alpharetta, Georgia, we are known for our excellent and inviting service for hobbyists of all levels. We provide nearly everything aquarists may need, from fish and corals to custom aquarium designs and maintenance. Whatever you’re looking for, we have you covered.
Our Mission is to provide our aquarists with the highest-quality products and the friendliest service. We thoroughly enjoy educating and sharing knowledge with fellow hobbyists. We’re constantly adding rare and unique corals and fish to our collection to share with our customers. If you have any questions, feel free to contact us directly at (770) 754-7971.
How Pure Reef Began (and Why We’re Still Here)
Pure Reef started with a simple idea back in 1986: if the ocean can make us stop, breathe, and smile, why not bring a little of that feeling home? What began as a small, salt-sprayed shop run by hobbyists grew into a community hub where beginners, tinkerers, and coral-obsessed collectors swap stories, trade tips, and help each other’s tanks thrive.
We’ve changed addresses and upgraded equipment over the years, but the heart hasn’t changed. We’re still the folks who’ll ask about your lighting schedule, celebrate your first coral polyp extension, and troubleshoot that mystery algae like it’s our own tank.
What We Believe
- Everyone can reef
You don’t need a science degree to start—just curiosity and a little guidance.
- Healthy systems come first
We favor responsible sourcing, stable systems, and gear that lasts.
- Learning beats guessing
Clear explanations, simple steps, and honest advice—no gatekeeping.
- Community matters
Tanks are cooler when they’re shared. Photos, meetups, tank tours—we love it all.
What Makes Pure Reef…Pure Reef
Hobbyists behind the counter
Our team keeps tanks at home, experiments, fails, learns, and brings that knowledge back to the shop. You’ll get real-world answers, not scripted sales talk.
From first tank to showpiece
We set up beginner-friendly reef systems, help seasoned hobbyists source rarities, and design custom aquariums that fit your home and routine.
Local help, real results
Need a hand? We offer water testing, maintenance plans, and one-on-one consults so your reef stays stable when life gets busy.
Education, always
In-store walkthroughs, how-to guides, and blog posts that cover fundamentals (cycling, parameters, stocking) and advanced topics (automation, nutrient export, SPS care).
New to Reef-Keeping?
We’ll help you pick a tank that fits your space, choose hardy starter corals and fish, and set up reliable filtration and lighting. Then we’ll map out your first month—water changes, testing, feeding—so you can relax and enjoy the glow. Expect plain-English explanations, checklists, and support when you hit your first hiccup.
Already Deep in the Hobby?
Come talk shop. Compare notes on flow patterns, test new gear, or plan a coral-safe upgrade. Ask about limited-release pieces, aquacultured frags, and custom builds with quiet plumbing and clean cable runs. If you want to take your display from “nice” to “how did you do that?”, we’re here for it.
Come By. Say Hi. Bring Photos.
Swing through our Alpharetta showroom to see thriving display tanks, ask questions, and leave with a simple plan you can follow.
Want to keep learning? Join our newsletter for care guides, new arrivals, and community events. Share your progress, swap tips, and help the next hobbyist fall in love with the reef life.