Two brothers, bonded by their lifelong love of fishing, find themselves spending countless weekends by the water, chasing that perfect catch. Yet, trip after trip, they’re let down—not by the fish, but by the lures they use. The big brands never seem to get it right. Too dull, too fragile, or just ineffective. Frustrated but undeterred, the brothers begin crafting their own lures, working late into the night at their kitchen tables, surrounded by colors and textures. Wire and tools……At first, it’s just for fun—something to help make their weekends a little better. But soon, they realize they’re onto something special. These handmade lures, each one built with care and tested in the same waters where they’ve fished since they were kids, actually work. They catch more fish, but more than that, they bring back the joy that first hooked them on fishing all those years ago.So, they decide to take a leap. Not for fame or fortune, but for the love of the sport. Their company isn’t about mass production or profit margins; it’s about creating something meaningful, something that connects people to the simple, beautiful experience of fishing—the same connection they felt as kids on the water with their dad. Each lure tells a story, their story, and they want to share that passion with anyone who feels the same way about fishing.