About
Set in Valley Park, Missouri, Pure Fish Magic LLC is a family-run freshwater fish store that has drawn a devoted following across the greater St. Louis area — some customers drive more than an hour, from as far as Winfield, just to walk the racks. Owners Bryan and Michelle run the floor themselves, and regulars consistently describe them as patient, genuinely kind, and deeply knowledgeable, happy to talk fish with first-timers and seasoned aquarists alike.
The tanks are spotless, each running on its own separate water system and filtration, and much of the stock comes from local breeders or is bred on-site, with tanks of fry and juveniles growing out in the back. The freshwater selection runs deep. Shoppers come for bristlenose plecos, rummynose tetras, male Endlers, and Cory catfish for sale in Valley Park, MO, alongside discus, angelfish, and cichlids for more advanced setups.
The bettas live in beautiful planted display tanks rather than cups, and there's a steady supply of cherry shrimp and blue dream shrimp. Live plants, Catappa leaves, aquarium salt, tanks, and supplies round out the inventory, and prices regularly come in below the bigger stores nearby. What keeps people coming back is the hands-on help.
Staff ask about your tank and your goals before recommending anything — one new keeper left with a simple, affordable treatment plan for an ailing betta, another walked out with free Catappa leaves for struggling rummynose tetras, and beginners are routinely sent home with cycled water to jump-start a new tank. The shop will also special-order specific fish and call you when they arrive. Pure Fish Magic keeps growing: a new pond fish section recently opened, and the owners are expanding the freshwater lineup while beginning to bring in saltwater fish.
For a true local aquarium store where the owners learn your name and your fish thrive, it's well worth the drive.
What they offer
Fish & livestock for sale at Pure Fish Magic LLC in Valley Park, MO
Pure Fish Magic LLC stocks betta fish, plecos, catfish, tetras, livebearers, shrimp, discus, angelfish, aquarium plants and freshwater, pond & saltwater fish for sale in Valley Park, MO. As an aquarium store serving Valley Park, MO, it also offers aquarium consultations, water testing, aquarium setup and fish breeding.
- Livestock & products
- Services
- Specializes in
Highlights
What makes them special
- Family-run by owners Bryan and Michelle, with much of the stock sourced from local breeders or bred on-site
- Deep freshwater selection — bristlenose plecos, rummynose tetras, Endlers, Cory catfish, discus, angelfish, and cichlids
- Bettas kept in planted display tanks (never cups), plus cherry and blue dream shrimp regularly in stock
- Hands-on guidance: cycling help with cycled water, affordable treatment plans, and special-orders with a call when fish arrive
- Recently expanded with a new pond fish section and is beginning to add saltwater fish
From keepers
Customer reviews
“Unfortunately there were a lot of deceased fish in multiple tanks :(”
— Tess H1.0a week ago“Went to 3 different stores nearby and this one was not only the best one but honestly the best all-fish store that I’ve ever been in. It’s a nice newer and clean building and as soon as I stepped inside I could tell that it had a larger selection of fish than the other local fish stores. After looking in every single tank I asked one of the staff (I should have asked what her name was) and she was knowledgeable and pleasant to talk too. I got some fish and a snail and things and all have lived and are so healthy. They will be getting repeat business and I highly recommend them. After complimenting their selection of fish they told me that they are expanding and increasing more fresh water and also including some salt water fish. Literally don’t know a negative thing to say. I look forward to coming back. Lastly I wanted to mention that the price of the fish was better than the other stores I was in. If you’re looking for pet fish do yourself a favor and check out Pure Fish Magic.”
— Luke Richards5.0a week ago“Great people very helpful and knowledgeable”
— Eric5.0a week ago“Very nice and knowledgeable. Very good customer service.”
— James Metcalf5.04 weeks ago“I love this store!! The tanks are clean, there’s always new selections of healthy fish, and the owners are so knowledgeable about their fish and plants. The betta’s live in beautiful display tanks, never in cups. They just put in a new section for pond fish, which I am loving! I am excited to see how the pond tanks are aquascaped. I visit as often as I am able!!”
— Charlie Banks5.0a month ago“I truly hate to do this to a local owned new store. I was super excited to visit this place because the closest I purchase from is Tropical World. The store is clean, beautiful display tank, and wide selection of tropical fish. The owners are extremely nice and all their tanks run through separate water systems and filters which is great. Now for the negative...and for me this is a HARD red flag...while I was there I noticed a fish with ich. I decided to quietly approach the owner and let him know, assuming they had received the fish from a local and was not aware, so I informed him a Cichlid had ich. The gentleman then proceeded to show me how his water filtration was completely separate, which I truly appreciated, and I thought he handled it the correct way as he said he would quarantine that tank. Here is where my alarms were going off.... Afterwards, his wife explained to me that she had a customer call her saying that her tank got ICH from a fish they bought from them. She proceeded to explain to the customer that it can happen from stress or buying and moving new fish. This is simply not the case. It is a parasite that is only transmitted when introduced into your tank. It disturbed me as someone who is fairly knowledgeable about aquariums to hear a store owner, claiming that a parasite was given by stress. Anyone who is familiar with the hobby is well aware this is not the case, although someone new may take that as truth. I personally had a tank wiped out from ICH after two years of stability and it broke my heart. Unfortunately, because the lady was very insistent that it is something caused from stress, I will not be giving them my business and I highly suggest anyone else that purchases any fish to quarantine them for a couple weeks, or any plants. All you have to do is research ICH and you will find very quickly that this is not something caused by stress and to hear a new owner, making an excuse for poorly sold fish was quite disheartening.”
— Tammy Hillis1.0a month ago“We are grateful for this store. They're super kind, knowledgeable, and helpful. We had a lot of questions when starting out our freshwater aquarium. We have been there several times since and appreciate their selection. Highly recommend them!”
— Natalie Mertens5.0a month ago“Best place I have ever been for learning about setting up my first fish tank, and helping me with knowledge on the fish I wanted to get. I definitely recommend everyone coming here for there help, fish, and fishy needs. With extremely reasonable prices Great mom and pop establishment!”
— Brittany Krichner5.0a month ago“This is what happens when your hobby gets out of control. (In a good way)”
— Paul Whitten5.0a month ago“Cool store. Lots of fish”
— Aw Cm (crankypants87)5.0a month 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.