About Us

"What sets fishing with lures apart from the rest?" It's a question that's not easily answered and can be challenging to articulate, but every avid angler knows there's an undeniable magic to it.

Fishing with lures is an active pursuit that demands attention and sharp senses to yield results. It's about immersing yourself in the environment, traveling lightly, and becoming attuned to your surroundings. You watch the water, the fish, and the clouds above, momentarily leaving behind the worries of everyday life. In this moment, only the present matters: you, the lure, and the hungry predator lurking beneath. It embodies the purest form of fishing.

Selecting a spot and choosing the perfect lure, you make precise casts, witnessing the transformation of an inanimate object into a vibrant and responsive entity. Every movement, every twitch, it mimics your actions. You find your rhythm, sharpening your senses to detect the slightest strike. In this pursuit, you are both the hunter and the hunted, engaged in a thrilling dance. Equipped with the right gear, you can feel and visualize the lure's every motion beneath the water's surface—the subtle twitches, graceful turns, and the exhilarating strike! When anglers speak of "the strike," you can see the glimmer of excitement in their eyes. No matter how predatory fish strike, they never fail to ignite a surge of adrenaline.

My love for fishing traces back to my grandfather, a avid fisherman and master shoemaker who possessed an innate understanding of materials and their potential. His dedication to his craft inspired me to explore the boundless possibilities of lure making. Similarly, my father, a mechanical engineer by profession, instilled in me a passion for design and an appreciation for precision. Combining these influences, I embarked on a journey that led me to study art & design in Rotterdam.

Over the past 15 years, our business has evolved from a humble one-man operation into a small, family-run enterprise. What started as a personal passion has grown into a labor of love shared among our family members.

The first taste of the pure beauty and simplicity of fishing with lures struck me many years ago. I always found myself drawn to the idea of crafting my own lures. Initially, driven by curiosity, I impatiently carved my first jerk bait from a leftover piece of beechwood using a pocket knife. A bold red and white finish applied with a rattle can brought it to life. My expectations were modest, but on that inaugural trip, the lure astounded me, reeling in seven pikes in less than half an hour. From that day forward, I was hooked myself, and the excitement I feel with every lure I create and test on the lake remains unchanged.

Our lures embody the fusion of high performance and the art of craftsmanship. Far from mass-produced in impersonal factories, each one is meticulously handcrafted in our small workshop nestled in Rotterdam, the Netherlands. We employ only the finest materials, ensuring utmost quality and attention to detail in every aspect of their design and finish.

We hope that you will derive as much joy and satisfaction from our lures as we do in designing and creating them. May they bring a touch of the same enchantment and magic into your fishing experiences as they have brought into our lives.