Today we’d like to introduce you to Steve Murray.
Steve, we appreciate you taking the time to share your story with us today. Where does your story begin?
I actually started as a customer and hobbyist before ever owning the business. I’ve always been passionate about saltwater aquariums, and through the hobby I developed a friendship with the previous owner of Aquatica Corals and Custom Aquariums. When he needed help with the business, I stepped in where I could, and over time I became more involved in the day-to-day operations.
About four years ago, the opportunity came up to purchase the company, and I decided to take the leap. Since then, we’ve focused on growing the business through personalized customer service, custom aquarium installations, professional maintenance, and building a stronger online and social media presence. It’s been an incredible journey going from customer, to helping out, to eventually becoming the owner of a business I genuinely care so much about.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a completely smooth road. Taking over Aquatica Corals and Custom Aquariums came with a lot of challenges, especially stepping into ownership during a time when I was still learning the business side of things. Like many small businesses, we’ve faced obstacles with cash flow, growth, staffing, and balancing the many responsibilities that come with running a retail store while also managing service clients.
The aquarium industry itself can also be unpredictable. We work with live animals and complex systems, so there’s always pressure to solve problems quickly and provide the highest level of care for our customers’ tanks. There were definitely moments early on where I had to learn through experience and adapt fast.
At the same time, those challenges helped shape the company into what it is today. We’ve continued to grow by focusing on customer relationships, improving our systems, embracing technology, and staying genuinely passionate about the hobby. Every struggle has been a learning opportunity that pushed us to become better and more professional as a business.
Appreciate you sharing that. What else should we know about what you do?
At Aquatica Corals and Custom Aquariums, we specialize in custom saltwater aquariums, professional aquarium maintenance, livestock, aquarium relocations, and full system installations. We work with everyone from first-time hobbyists to experienced reef keepers, helping design, build, and maintain healthy, visually stunning aquariums for homes and businesses throughout Southern California.
I think what we’re most known for is the level of care and personal attention we give our clients. In this industry, trust is everything — people are trusting us with living ecosystems inside their homes. We treat every tank as if it were our own, and that level of dedication has helped us build long-term relationships with many of our customers.
One thing that really sets us apart is how hands-on and passionate we are about the hobby itself. A lot of our team members, including myself, were hobbyists long before working in the industry, so there’s a genuine emotional investment in what we do. We also embrace technology like remote tank monitoring systems to help us proactively protect our clients’ aquariums and respond quickly if issues arise.
What I’m most proud of is the growth we’ve achieved while maintaining that personal approach. We’ve built a strong local reputation, expanded our social media and educational content, and continue to grow both our retail and service sides of the business without losing the passion and customer-first mentality that got us here in the first place.
What quality or characteristic do you feel is most important to your success?
I think the most important quality behind my success has been persistence. Running a small business comes with constant challenges, especially in a specialized industry like saltwater aquariums, and there have been plenty of moments where things didn’t go as planned. Being willing to keep learning, adapt, and push through difficult situations has been incredibly important.
At the same time, passion has played a huge role as well. I genuinely love the hobby and care deeply about the animals, the aquariums, and the relationships we build with our customers at Aquatica Corals and Custom Aquariums. I think people can tell when someone truly cares about what they do, and that authenticity has helped us build trust and long-term relationships with our clients.
Contact Info:
- Website: https://www.aquaticacorals.com/
- Instagram: https://www.instagram.com/aquaticacoralssd/
- Facebook: https://www.facebook.com/AquaticaCorals
- Youtube: https://www.youtube.com/@aquaticacoralsSD
