The store has drawn visitors from the Upper Peninsula and still advertises in Northwoods phone books. It appeals to those residents because there's little else like it in their area, Roe said. You've got to have a population to support it. All of them try, but it doesn't seem to work. As long as the store continues to provide that, it will be successful.
People like to be pampered today.
Local ownership is another benefit to the business. Pet lovers can get their dog food or catnip at almost any store in the area, so although Roe carries those items, the store specializes in fish and related products. Customers can buy saltwater or freshwater fish, gravel, filters and other aquarium supplies and, of course, the tanks themselves. Roe also offers small animals such as rabbits, mice and guinea pigs and the products that go with them. Roe has had little success with advertising over the years and sticks to the Yellow Pages to get the word out.