About
Tucked away in Valley Park, Missouri, Pure Fish Magic LLC has quickly earned a devoted following among freshwater enthusiasts across the greater St. Louis area — with customers driving from as far as Winfield just to browse the racks. This is a true aquarium store, not a big-box afterthought, and the difference shows in every tank.
The fish are healthy, vibrant, and largely sourced from local breeders, which gives the stock a quality edge you won't find at chain retailers. The selection covers community staples alongside harder-to-find species. Bristlenose plecos, Rummynose tetras, male Endlers, and bettas are among the fish reviewers have picked up here, and the store breeds fish on-site as well — you'll spot tanks of fry and juveniles growing out in the back.
Live plants, Catappa leaves, and a solid range of tanks and supplies round out the inventory, making it easy to leave with everything you need for a new setup or an existing one that needs attention. What really sets Pure Fish Magic apart is the personal investment of the owners and staff. Brian and the rest of the team take time with every customer, asking about your tank, your goals, and your challenges before making recommendations.
One visitor came in worried about a sick betta and left with a simple, affordable treatment plan involving plants, Catappa leaves, and aquarium salt — and reported the fish was already improving. Another was given free Catappa leaves to help struggling Rummynose tetras thrive, a small gesture that earned a loyal customer. The store will even special-order specific fish and call you when desired species come in stock, as one Endler enthusiast happily discovered.
The shop also helps newcomers get started right, walking customers through tank cycling with hands-on guidance and even sending them home with cycled water to jump-start the process. Pure Fish Magic is the kind of local fish store that builds community one tank at a time — passionate, patient, and genuinely invested in your success.
What they offer
Livestock, services, water
- Livestock & products
- Services
- Specializes in
Highlights
What makes them special
- Fish sourced primarily from local breeders with on-site breeding tanks
- Strong freshwater selection including bristlenose plecos, Rummynose tetras, Endlers, and bettas
- Staff provides personalized consultation and treatment plans for sick fish
- Will special-order specific fish and notify customers when species arrive
- Live plants and Catappa leaves stocked alongside a wide range of tanks and supplies
From keepers
Customer reviews
“Great people and they have a nice collection of fish.”
— Robert Hunt5.02 weeks ago“Brian was very friendly and shows true interest in his customers! My brother and I are setting up his tank and Brian helped us find what we would need and said he can order specific fish! We will be back for sure, love to support businesses like this!”
— Benjamin Valentine5.0a month ago“My wife and I drove down from Winfield, MO to purchase some fish and we were not disappointed. The gentleman who helped us was very knowledgeable and kind. He told us that he sources (most of or all) his fish from local breeders and you can tell. The quality of his stock is far above any box store like PetSmart or Petco and even local places like Pet Land St. Louis. He was patient and helped us find a beautiful pair of male bristlenose plecos for our 55 gallon tank. The owner has several tanks with fry and juvenile fish bred right there in store that you can purchase which was neat. We will be coming back here and recommend you make a trip here too!”
— Jacob Hobbs5.0a month ago“This shop is awesome. Big selection of tanks, plants, fish, all the things. The staff was knowledgeable and so very helpful. Stopped in yesterday with worries about a Betta I was given. Left with some plants, Catapa leaves, and a couple chunks of salt. Plus my worries were assuaged and I left with a treatment plan for all of Sapphire's issues. Very affordable and simple. He's already happier 🥰 I WILL return! Go here if you need guidance, like me. I've done research online but this visit was just what I needed to help.”
— Miranda Ellis5.0a month ago“They were really helpful with taking in a fish that I had acquired from a friend. All of the fish looked very healthy! Happy to have a local fish store closer to home!”
— Devon Holliday5.0a month ago“Great shop! I loved talking to the owners during my visit today and they had a great selection of fish. It’s a bit of a drive for me to get there but definitely worth the trip! It’s a true aquarium store and I hope they’re around for many years to come”
— Justin Bethel5.0a month ago“I stopped by last week on a whim just to take a look. The lady (assuming one of the owners) asked me about my tank. Long story short, I am not new to fish keeping just new to keeping Rummynose Tetras; its been a struggle. She suggested Catappa leaves. I am aware of the benefits but was hesitant to use them as I am not a huge fan of the black water setup. She sooo kindly gave me two large leaves and sent me on my way. I have to say its seems to be working for me. I guess I need to get over the look of the black water tank as long as my fishies are healthy. This store is out of the way for me but I will definately make it a point to patron with them.”
— Judy Lai5.0a month ago“Just had our first experience with this shop, and wow! I came in asking about how to cycle my tank and they sent me home with a baggy of cycled water and a goldfish with instructions on how to do the cycling process! I can’t wait for my tank to cycle so I can come back and purchase some fish for my tank!”
— Lexi Gamache5.02 months ago“This is a great new fish store. The tanks look clean and they have a good variety. I was looking for male Endlers and they called me when they got some in stock and I got 3 beautiful little guys to add to my group - they are all thriving. Great customer service! Go check them out.”
— Julie Mayabb5.0Edited 2 months ago
Reference
Frequently asked questions
Note — Store information and services may change. Always call (636) 226-4121 to confirm current availability, hours, and services before visiting Pure Fish Magic LLC.