On Gun Hill Road, just a few blocks up from the Bronx River, among bodegas, nail salons and pizza shops, is a small, hole-in-the wall pet shop. It may not seem like much from the outside, but inside is a world of tropical fish, turtles, guinea pigs, exotic birds and friendly parrots who welcome you with “hello.”

Besides the sounds of birds chirping and fish tank filters rumbling, salsa music greets you, making it known that a prideful Puerto Rican owns the 37-year-old store. Edgar Santana—also known as Augie—shuffles around, organizing and cleaning while a cat lounges on the counter.

Inspired by his love for animals and a desire to operate his own business, the blue-eyed, gray-haired Santana opened Pet Paradise in 1973. Now, at the age of 57, he thanks God for his business’ long-term success.

Though there are slow business days, Santana maintains a loyal customer base that swears by his store for pet food, supplies or free advice.

“Even though other businesses are struggling due to the economy’s deficit and rising prices, he doesn’t,” says Derek Haley. “He has great prices and gives good deals and advice.”

Haley moved to the Bronx about a year ago and purchased fish from a commercial pet store. When they all died, he tried Pet Paradise. “He has fresh fish, things you would never expect or even think existed,” Haley says.

Santana sells all types of exotic fish from Florida to as far away as China. There are parrotfish, African chiclets, Columbian sharks, flowerhorn fish—the list goes on. Santana also carries parrots like African grays and macaws, which he raises from birth.

He also takes requests. On a recent Wednesday morning, a customer called asking for an Albino fish. It wasn’t in stock at the moment, but Santana promised it would be there by Friday, two days later.

In accordance to the holiday or season, Santana brings in different offerings. For Easter he sells rabbits. On Valentine’s Day, you can buy fish tattooed with hearts or “I love you.”

In exchange for the support, love and friendship of the community, Santana works hard to give back.

Sometimes that means doling out free advice. He remembers a time when an online reporter came to him for medicine for her sick fish. He gave her a home remedy of salt and warm water instead. Two days later, she called thanking him because her fish were healthy again.

It also comes in the form of working with the sick, disabled and disadvantaged, which appears to be a family trait. His wife is a teacher of autistic children, his daughter is a speech therapist and his son works with Bilingual Inc., an agency that provides educational and therapeutic services to disabled children.

Santana sets up fish tanks in hospitals and he and his parrots make regular trips to neighborhood schools and nursing homes. He treasures photos from visits with disabled children at United Cerebral Palsy of New York City — a parrot sitting happily on each child’s shoulder — others of children visiting his store on field trips.

“They don’t have to go to a zoo, they can come here,” he says.
And he’ll be here for the foreseeable future.

“My family asks me to retire, but I can’t,” Santana said. “This store, these animals, they’re my life.” 

Ed. Note: Pet Paradise is located at 289 E. Gun Hill Rd. and is open Monday toi Saturday, 9:30 a.m. to 6:30 p.m. For more information, call (718) 881-2870.