.FISH Domain Extension

Why choose a .FISH domain?

Four letters, three markets with almost nothing in common. There is the fish people eat — fishmongers, smokehouses, aquaculture. There is the fish kept alive: aquariums, ponds, ornamental breeding. And there is the act of fishing, a pastime with its own guides, lodges and tackle. The word covers all three without any visitor going wrong, because the contexts are too far apart to be confused.

Three shelves

The food, the animal, the pastime. Your first sentence has to say which: after that nobody hesitates.

The fishmonger

Today’s landing, what is in, preparation included. A trade where the stock changes every morning and freshness is the whole argument.

Angling

Lodges, guides, permits, limits, open seasons. A tightly regulated pastime where the rules are part of the service.

The aquarium

Species, compatibility, cycling, equipment, maintenance. An enthusiastic clientele that reads enormously before buying anything.

Traceability

Exact species, origin, catch method, certification. Species substitution is a genuine problem in this trade: standing apart from it sells.

What it actually changes

• It covers three separate markets. Food, live animal, pastime: no risk of confusion, the contexts are too far apart.
• Four letters, no spelling to explain. Short, memorable, and understood in every language market.
• No registration restrictions. No fishing permit or processing licence to show the registrar.
• It works as an email address too. landings@harding.fish says what the inbox holds before it is opened.