When people ask how long I’ve been in the pond and koi business, I usually have to start way back in 1964. That’s when Connie’s Tropical Fish first opened. Connie was my grandfather’s brother’s wife, and though I never met her, she had quite a reputation for running a gem of a little shop.
My grandparents came over from the Netherlands in 1965 and bought the store in Oakland, right on Foothill and 38th. They built it up through the 1970s and into the 1980s, and when they retired, my dad took over. I grew up in that shop. By the time I was 16, I was working there every day, learning the ropes, and managing with my dad through the ’80s and ’90s.
From Oakland to Castro Valley
In 1997, we opened a second location in Castro Valley of Connie’s Tropical Fish. In the next year and a half we opened up Connie’s Pond and Garden, which was our dedicated pond and koi section. Eventually we sold the Oakland store around the year 2001. For a while after that we ran both the aquarium shop and pond shop, but by 2016, we decided to phase out the aquarium side completely and focus entirely on ponds.
That was the birth of Connie’s Pond and Koi. We transformed the front section of the Castro Valley building into a full retail pond shop and used the back area for livestock—lotus, lilies, koi, fancy goldfish, and more. Today, we carry everything from Japanese koi to pumps, filters, and pond supplies, all under one roof.
Growing with the Industry
When I think back to the early days, koi were always around, but they weren’t the focus. It wasn’t until the late ’90s, when we expanded the Castro Valley shop, that koi really started becoming a core part of the business. Over the past 25 years, koi, pond plants and pond equipment have gone from being side items to our main identity.
Like any retail business, we’ve had to adapt. When my dad was running things, he hired web guys to build our first site, but the cost didn’t match the results. Around 10 years ago, I took over and built the website myself. Platforms like Squarespace made it simple, and suddenly we had an online storefront that looked great and worked. That shift into e-commerce opened new doors, but honestly, nothing beats helping a customer face-to-face in the shop.
Lessons from Retail Longevity
People often ask me what’s made us successful for so long. The truth is, there’s no single secret. It’s all of it—the word of mouth, the networking, the website, the social media, the sales. But the biggest impact always comes from how you treat the customer.
No digital ad or promotion will close the deal if you can’t help someone the moment they walk through your door. Whether they need a tiny part or a full pond setup, it’s about listening, educating, and making sure they leave with confidence. That’s what creates steady growth year after year.
Running a family business also teaches you balance. For me, it’s never been about being the biggest hobbyist. I don’t need a pond full of koi at home to prove my passion. I get to enjoy selling them, and then I get to watch other people fall in love with the fish and the lifestyle. That’s rewarding enough.
Advice for New Retailers
If someone’s thinking about opening a pond or aquarium shop today, I’d tell them this: know your business model before you start. Are you catering to DIY pond owners? Contractors? Both? Your focus determines your inventory, your marketing, and your relationships.
And remember—it’s not one thing that makes a business work. It’s consistency. Do all the small things: build a website, network with local groups, set up sales events, and most importantly, learn how to sell. You can advertise all day long, but if you don’t know how to close the deal when someone calls or walks in, you won’t last.
There is an art to business. If you don’t love or have a passion for the art of business, the art of business will suck the passion out of what you love.
We’ve tried a lot of things—monthly sales with vendors, promotions, experimenting with how far in advance to advertise. Some things work better than others. That’s retail. But after more than 60 years, what matters most hasn’t changed: being present, being reliable, and being passionate about serving the customer.
At the end of the day, that’s what keeps Connie’s Pond and Koi alive—and what I hope continues for the next generation.
