After reading a book on carving wooden lures, I experimented with a few carvings with the help and ideas of my little 4 year old boy, Alex James. On our first trial of a home made lure, 4 year old Alex caught a good northern pike, on his first cast! From that point on Alex and I have been really hooked on making our own lures for catching the ferocious smallmouth bass, the hard-charging largemouth bass, and the attitude-filled northern pike

Alex started designing some of his own lures, we experimented with reproducing some discontinued classic lures, some failed, some did very well. The ones that succeeded we started hand-crafting for a few friends, then their friends, then strangers, and then our lure demands quickly got bigger and bigger. In 2016, we proudly became a licensed and insured fishing tackle manufacturer in Wisconsin. Our intention is to present a premium quality lure that is something the fish and the anglers have not seen before, whether its our invention, or a twist in colors, shapes or sizes.