Sunset Corals, growing business and community in Linden
Not long after Greg and Stephanie Jones moved to Linden 10 years ago, Stephanie gifted Greg a saltwater aquarium for Christmas. As Greg tells it, things “snowballed very fast” from there.
That one tank quickly led to more tanks, then growing coral for those tanks at home, and eventually selling coral at weekend shows around the Midwest while working full-time during the week.
“We were traveling to different states and within Michigan, going to coral shows. I had a special tank that I would take. We had to haul our own water, and corals were in coolers. Sometimes we had to stay overnight in a hotel, so I was setting up coolers of coral in the hotel with lights and heaters. That’s how it all started.”
When Greg and Stephanie found themselves with a growing network and customer base, it was time to look for a commercial space. And, Greg says, there was just “something about this building” in downtown Linden.
“I always drove by this building every day on the way to work in the morning,” says Greg. “I never thought I would have a store or anything, but in the back of my mind, I thought if I ever did something like that, this is where I’d want it to be.” When the opportunity to lease the space presented itself in 2019, Sunset Corals opened its doors at 109 N. Bridge Street, drawing customers from as far as Alpena, Traverse City, and Toledo, Ohio.
Two years later, Greg left his day job behind to focus solely on the storefront. Now Sunset Corals is about to celebrate seven years in business, offering tanks, saltwater fish, coral, freshwater fish, poison dart frogs, and all the supplies an aquarium enthusiast might need.
Plus the weekly Sunset Corals Car Cruise every May to October.
Since Greg was a teenager, he’d wanted a classic car like the 1985 black Pontiac Trans Am he owns today. So, when Sunset Corals got its footing, he knew how he wanted to celebrate the milestone. “The first money that ever came out of the shop went to that car,” he says.
At first, finding time to enjoy his Trans Am was challenging while operating a new business, but then Greg had an idea. He didn’t want to leave the store for car shows, so he decided to host his own. That was six years ago. This year, the Sunset Corals Car Cruise has been bigger than ever. It’s not unusual to see more than 50 classic cars turn out on a Thursday night, and this June the record was broken with more than 80 cars on display.
“The community really showed up this year,” says Greg. It’s not surprising. From inside his shop to the car cruise and all across town, Greg also shows up for his community.
Whether he’s talking with a new aquarium owner or a child curious about an old car, Greg treats everyone like an old friend. “I always like to take a little extra time with people,” he says. For him, these conversations are important. A new face in the shop might become a lifelong fish owner. A child curious about classic cars might become part of the future auto industry. “How do we know what’s going to spark something down the road?”
Even so, Greg is always thinking bigger.
Looking ahead, Greg hopes to keep growing his store, the car cruise, and his newest venture, Beyond the Sunset Creations, with custom laser-engraved specialty items and decor.
“I’m finally seeing my vision and my dream come to life, this year especially… but truly, besides the camaraderie of it, it’s how do I bring people to Linden?”
When you ask him what’s most important to him about all of his work, Greg says it’s that sense of community. “If everybody around you thrives, you thrive, too. If I see people helping each other, that’s what it’s about. Whatever I can do to help other businesses or help other people, that’s a win.”