About Us

Built With a Passion for The Water

Jonah Lure Works was born on the Florida water—created by a family of fishermen who live and breathe every cast, strike, and tide change. We set out to build versatile lures that make fishing more fun, outlast abuse, outperform the competition, and out-fish everything else in the box. Every mold, formula, and color pattern we design comes from firsthand experience and a relentless drive to make fishing more productive, more fun, and more exciting.

The Nine Lives™ Difference

Our flagship Nine Lives™ soft paddle tail series is engineered from the ground up to solve the biggest problem in soft plastics—longevity without sacrificing action.
Each bait is infused with our proprietary DSS (Dead Squid Scent), combining ultra-stretch materials with scent compounds that trigger natural feeding responses. Anglers have reported landing dozens of fish on a single bait—one record stands at 52 fish (including 12 bluefish) before replacement.

We built our Nine Lives™ Paddle Tail to be the #1 soft paddle tail bait for realism, strength, and versatility. Whether it’s redfish in shallow grass or bass in freshwater cover, these baits deliver consistent lifelike action and unmatched endurance cast after cast - even with deep body cuts.

Innovation Meets Integrity

Every lure is designed, tested, and packaged under rigorous standards. From the soft baits to the Mustad and BKK hooks, we don’t cut quality or use cheap materials. We craft every product with precision tooling, verified performance data, and feedback from seasoned anglers across the United States

Our guiding principle is simple: if we wouldn’t fish it ourselves, it doesn’t leave the shop.

Why We’re Different

  • Durability: Our custom blend resists tears, bites, and slashes better than any other soft material on the market and still retains its action even with deep body cuts

  • Realism: Full-body, natural swimming motion and life-like vibration that trigger instinctive strikes. We offer full, vibrant colors that have been proven to produce fish after fish year round. 

  • Sustainability: Fewer broken lures means less waste and design packaging that protects the baits, is recyclable and angler-friendly.

Our Promise

We don’t chase hype - we chase results. Our gear is trusted by pros, guides, and weekend warriors alike because it’s easy to use, built to last and designed to have fun fishing. When you tie on a Jonah Lure Works bait, you’re fishing with something proven, refined, and made with integrity.

Jonah Lure Works™ — Built to Endure. Born to Perform.