Our Story
JR Lures is a family operation built on one simple idea: make lures that actually work, by hand, one small batch at a time. The "JR" stands for Jeff and Ray — grandfather and grandson — and every jig, swimbait, and soft bait we sell is poured, painted, and assembled right here by us.
Jeff started making lures when he was 7 or 8 years old, pouring rubber into a mold kit and sticking hooks into crawdad imitations. What started as a kid's hobby turned into a lifelong passion for building lures from scratch. Now grandson Ray is carrying it forward — learning to paint, helping with packaging, and already out-fishing his grandfather. Ray's been catching 4- and 5-pound bass at an age when Jeff was still figuring it out.
We pour our own jigs and soft baits in small batches, and we don't cut corners where it counts. Our hooks cost more than the blanks themselves — because a cheap hook means a lost fish, and nobody wants that. Every soft plastic is scent-infused so fish bite harder and hold on longer. We're not a factory. We're two people who fish constantly and build the lures we'd want in our own tackle box.
Henrietta, TX
Location
Jeff & Ray
Founders
By Hand
Built
Small
Batches
We think fishing should be for everyone — not just the guy with a $300 reel and 20 years of experience. That's why we design our lures to be easy to fish and we gear our advice toward beginners and kids. When we take someone fishing for the first time, the goal is simple: make sure they catch fish. Go where they'll actually get bites, keep it fun, and head in before anyone gets bored. That philosophy carries through to everything we build and sell.
Whether you're rigging up for the first time or restocking your tackle box, we've got handcrafted jigs, swimbaits, and soft plastics ready to ship. Not sure where to start? Grab a swimbait and a jig head — cast it out, reel it in, and let the lure do the work. It really is that simple.
