“You can’t catch a fish unless your lure is in the water.”
Locally Made
Handcrafted in Henrietta, TX
Battle Tested
Proven on the water every day
By Fishermen, For Fishermen
Built by anglers who know what works
Brand Overview
JR Lures are handcrafted in Texas by fishermen for fishermen. Every lure is built to perform with realistic action, flash, and vibration that trigger more strikes and help you catch bigger bass.
Performance First
Realistic action that gets results.
Built by Experience
Decades on the water. Proven by fish.
Fisherman Focused
Made for real conditions and real anglers.
Quality Craftsmanship
Hand painted. Rigged right. Tested tough.
Featured Products
The newest paint jobs off Jeff & Ray’s bench — tied on, tuned, and tested before they ever hit the shelf.
JR Lures — For Women Who Fish
Hand painted fishing lure earrings for angler women. Made in the USA.
Made in the USA
Perfect gift for anglers
Hand painted with care
JR — Jeff + Ray
From the Water
