Where Nomoreef Began
Nomoreef was founded by Yilun Zheng, someone who has always felt most at home surrounded by animals — dogs, birds, small mammals, and above all, fish. For as long as he can remember, there was always a tank somewhere nearby: on a windowsill, a desk, a shelf by the door. Watching fish move through water has a way of slowing everything down, and that quiet fascination eventually became something more than a hobby.
Later,that fascination turned into Nomoreef. What started as one person's care for a few fish tanks at home grew, slowly and deliberately, into a brand built entirely around the idea that keeping fish should feel calm, simple, and personal — never complicated or overwhelming.
A Small Team, Built Around a Shared Love for Animals
Nomoreef isn't a large corporation chasing trends. It's a small team of people who, in one way or another, share Yilun's love for animals — designers who've kept fish since childhood, customer service team members who talk about their own tanks during lunch breaks, and product developers who test every new tank at home before it ever reaches a customer.
That shared connection shapes how we work. Every product starts from a real question someone on the team has actually run into — how to keep a betta comfortable in a small space, how to make water changes less of a chore, how to find a tank that looks right on a table and still does its job well.
Why We Chose to Build This Online
Yilun didn't set out to build a big pet brand. He set out to solve small, everyday problems he kept running into as someone who genuinely loved caring for fish. An online store made sense — not as a business strategy, but as the most direct way to reach other people who were dealing with the exact same frustrations: fish bowls that cracked too easily, tanks that were a hassle to clean, starter kits that assumed too much experience.
Selling directly online means we hear from customers often — what's working, what isn't, what they wish existed. That feedback shapes our next product more than any trend report ever could.
What We Hope You Feel
We know a fish tank is a small thing in the scope of a home. But for the person setting it up, it's often something more — a quiet corner, a small responsibility, a bit of company on a desk. We try to design with that feeling in mind: nothing overdone, nothing overly complicated, just something that lets you enjoy the simple experience of caring for another living thing.
Over all these years, Yilun still keeps fish tanks at home — some old, some new, some still being tested before they become part of the collection. That personal connection is still the reason this brand exists.
Founded: 2008
Based in: Jiaxing City, Zhejiang Province, China