by world renowned lure designer, the late Peter Newell.
Every lure features design integrity, innovation with the finest materials, and over 50 years of experience crafted into each beautifully aged lure.
In 1966 a young man in his early twenties named Peter Newell, from the Australian outback town of Tenterfield, began handcrafting wooden lures. A keen lure fisherman all his life, Peter meticulously handcrafted lures as a hobby.
News spread like Wildfire throughout the country that Peter's lures were dynamite on cod, yellowbelly, barra and bass. So much so that Peter turned this hobby into a thriving business. Peter's innovative approach had competitors around the world copying his world class designs, yet not understanding the nuances that make a Newell lure perform so effectively.