The throwback logo came about after the founder of the company, Dave Nichols, asked his local printing company to make him some business cards back in 1989. This is what they came up with 31 years ago!

The Impulse Buzzbait is a classic slow rolling, bass snatching topwater!

Pure Snow White!

Get geared up for the summer! Koozies come free with every order.

The Nichols Lures Depth Finder Spinnerbait has brush pile written all over it!

Tapeworm prototype is in! I wanted to make a long, narrow worm with a straight ribbon tail. Time for some testing!

Lure design can be as simple as putting a marker to paper!

That’s a lot of thump in a small package! Look for the brand new ‘Rado Series to drop next week.

Not the first, and certainly won’t be the last time I post this color up. Double Willow Chartreuse is a standard.

As temperatures rise, the Zero Dark Thirty Spinnerbait finds its way into my tackle box! Beat the heat with a little night fishing.

More new hats will be up on the site soon! Got in some @mossyoak #bottomlands this time. @allgoodscreenprinting

Our 2020 summer launches are live! Check out the ‘Rado Series hard thumping action and another new cap color! ow.ly/exWe30qW1rD

Hope everyone had a great 4th! We are hard at it here at the shop, and are so very appreciative of the nation we live that allows us to pursue our passions on a daily basis.

Buzz em up! I love the compact profile of the 1/4oz Reflex.

Buzz em up! I love the compact profile of the 1/4oz Reflex.

The Trailblazer was designed as a defensive-craw style trailer. It’s large body can be trimmed down for smaller applications, but the big claws make quite the impression!

If you have a few bass left up shallow, swim that jig!

Which one are you picking?

Bright Buzzbait or dark buzzbait? I always carry two colors- white and black.

This hook don’t play! Every spoon we make in every size is equipped with an Owner ST-36 hook. 田中