The Octopus Marks the Spot – Mother Ocean

X Marks the Spot: A Florida Keys Treasure Story

X may mark the spot on a treasure map but in the Keys, it’s marked by the Giant Pink Octopus on top of a local treasure trove of a store. It’s quirky enough to make tourists stop and familiar enough to make locals smile, but for Jack Micciche, that octopus marks something far more significant: both a destination and a starting point on the map of his life.

Fishing, Family, and the #2 Bridge in Islamorada

The first lines on Jack’s map were sketched years before he was even born, starting at the #2 Bridge in Islamorada. That’s where his father, Carmen, spent countless long weekends as a teenager, camping on the bridge with buddies, armed with fishing rods, a small BBQ, tents, and a battery-powered TV. “We’d come down every chance we got,” Carmen recalls. “Whenever we had a long weekend, we were here.”

Those youthful adventures planted deep roots, and when Jack came along, the tradition continued. Father and son made the pilgrimage from Virginia to the Keys time and again, casting lines and making memories, before the demands of everyday life would pull them back north—a circular path between home and paradise.

From High Point University to the Florida Keys

After high school, Jack headed to High Point University in North Carolina, where he earned a degree in business and entrepreneurship. His goal was clear: own his own business someday. What wasn’t clear was what kind of business that would be. His parents were successful in the restaurant industry, but Jack didn’t want to follow that particular path. He wanted more direct connection with customers in an environment that enlivened him.

While Jack was in college, his parents were at a crossroads themselves. They’d considered opening a restaurant in the Keys but ultimately decided to retire here instead. They moved down in 2014, and Jack followed in 2018, shortly after graduating. That looping path they’d traced for decades was finally straightening out, pointing them permanently toward paradise. But Jack still needed to find his purpose—a business that would keep him active, engaged with people, and rooted in a community.

Mother Ocean: Where the Pink Octopus Marks the Spot

That’s when Jack realized the pink octopus marked the spot. Mother Ocean was the destination and starting point for Jack’s life and career in the Keys.

The Micciche family had been customers at Mother Ocean for years, stopping in during their fishing trips and eventually becoming regulars when Jack’s parents retired here. The storewas owned by Reuven, who’d built it into a Keys institution. It was unlike anything else—a treasure trove of marine equipment, fishing and diving gear, boat parts, nautical décor, and kitschy knick-knacks, all at prices that made boaters and bargain hunters equally happy.

Around 2021, Jack and Carmen asked Reuven if he’d ever consider selling Mother Ocean. To their surprise, he said yes.

Learning the Marine Industry from the Inside

TWhile negotiations progressed, Jack took a job at West Marine, spending nine months learning everything he could about marine equipment and the industry. He knew that Reuvin’s expertise was a cornerstone of his success and wanted to get ahead of the curve. Running the shop is mostly a one-man operation, with Jack at the helm, but much to Jack’s appreciation, Reuvenstill lends his vast knowledge and steady presence. Reuven’s mentorship and friendship have been invaluable to Jack, teaching him not just about inventory and pricing, but about the rhythms of the Keys, the quirks of the customers, and the art of running a unique shop where every day brings something different through the door.

A Marine Consignment Shop Built on Treasure Hunting

Mother Ocean operates as a consignment store, which means like-new and gently-used items are priced to move. Sellers don’t have to deal with ads, haggling, or running all over town—they just drop off their items and let Jack handle the rest. He cleans them up, prices them fairly, and gets them into the hands of people who can use and appreciate them. For customers, it’s a constantly rotating inventory of marine treasures at a fraction of retail cost.

The treasure-hunting experience is real. Boaters hunting for a specific item stumble across five other things they’ve been meaning to replace. Visitors come for beach chairs and end up with gear for an entire adventure. Perusers come just to look and leave with salt-worn items and creative ideas.

“That’s the best part,” Jack says. “People come in looking for one thing and leave with something completely different. It’s fun to see what catches their eye.”

Customer-First Values in the Florida Keys

Jack’s approach to running Mother Ocean reflects who he is—genuinely interested in people and their stories. He treats every customer with respect and care, remembers what people are looking for, and greets regulars by name. He has a knack for directing people to exactly what they need or knowing when to give them the space to explore everything that is jumbled together in the most delightful way.

On the surface, a marine consignment shop is worlds away from the restaurant industry Carmen knew so well. But he could see it was the perfect fit for his son. The business offered exactly what Jack wanted: daily interaction with a fascinating mix of locals and visitors, physical work under the Florida sun, and the flexibility to be present for his family. Unlike the relentless schedule of restaurants, this was a business where he could still catch his breath and spend plenty of time with his loved ones.

Family, Legacy, and Life as a Conch

For Jack, the real treasure isn’t what’s inside the store, it’s what waits for him when he closes up. He and his wife, Halle, whom he met at High Point University, are the proud parents of a toddler and baby. They are the first Conchs in a family line that may continue for generations to come.

It seems the X was marking the spot for more than Jack, too. His parents truly feel they’ve found their home, with Carmen fishing whenever he can and Rene (whom he refers to as the greatest woman he’s ever known) enjoying the sun-soaked days with her family. Jack’s sister visits often

and is planning her March wedding in the Keys, and even Jack’s best friend moved across the street from him.

Jack’s treasure map led him exactly where it needed to: to a business he loves, a community that embraces him, and an extended family thriving in paradise. And for anyone looking for their own kind of treasure—whether it’s marine gear, a unique piece of nautical art, or just a good conversation with someone who genuinely cares—the giant pink octopus still marks the spot.

Visit Mother Ocean in Key Largo

Visit Mother Ocean at 103300 Overseas Highway (mile marker 103.3 bayside) in Key Largo, follow on Facebook, or give Jack a call at (954)600-7731.

– Jerrica Mah is a writer, Army wife, and freelance book editor who loves to travel vicariously through stories.