Aloha, I’m Nick—just a guy from Mililani who got a little obsessed with making better fishing lures. I started messing around with lure making back in 2007. At the time, it wasn’t about starting a business. I just wanted to make something that worked better—something I could trust in the spread when it mattered most.

What started as a hobby quickly turned into months of trial and error. Late nights in the garage, plenty of failures, and a whole lot of learning along the way. But I loved it. Still do.

Even now, I’m super picky. For every five new lures shapes I come up with, maybe one makes it onto the site. If it doesn’t run right or feel right, I won’t sell it. Simple as that. These are the same lures I run on my own boat—no shortcuts, no gimmicks.

Every lure that leaves my shop is built by hand, by me, with good karma and positive vibes. My goal? Help you hook that one fish you’ll be talking about for the rest of your life.

Good luck out there—and tight lines,

Nick