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Our Story
Welcome!
In 2024, working out of a modest garage near North Carolina’s crystal-clear mountain streams, Theo Chen set himself a challenge: to uncover the best lures crafted in hidden corners of the globe. From feather-light Japanese poppers perfected on quiet island ponds to precision-balanced Scandinavian spoons tested against Arctic salmon, Theo curated a collection that anglers in the United States had rarely seen. That first trunkful of handpicked treasures became Everest Lure, and the spirit of discovery that launched it still guides us today. Each season we scour workshops and waters worldwide, selecting only the lures that spark wonder and land fish—so every cast you make carries a story, and every tackle box becomes a passport to the world’s finest fishing.
Mission
To discover and deliver the world’s finest fishing lures—carefully selected for performance, craftsmanship, and value—so every angler in the U.S. can fish with confidence and share in the thrill of the catch.
Vision
To become the most trusted gateway between global lure artisans and American anglers, inspiring a new generation of fishing adventures and fostering a worldwide community connected by passion for the sport.
Value
Curated Quality – We hand-pick only lures that meet rigorous standards for design, durability, and fish-catching effectiveness.
Integrity & Transparency – Honest sourcing, clear product information, and fair pricing guide every decision.
Global Collaboration – We celebrate and support lure makers from diverse cultures, bringing their innovations to new waters.
Mission
To discover and deliver the world’s finest fishing lures—carefully selected for performance, craftsmanship, and value—so every angler in the U.S. can fish with confidence and share in the thrill of the catch.
Vision
To become the most trusted gateway between global lure artisans and American anglers, inspiring a new generation of fishing adventures and fostering a worldwide community connected by passion for the sport.
Value
Curated Quality – We hand-pick only lures that meet rigorous standards for design, durability, and fish-catching effectiveness.
Integrity & Transparency – Honest sourcing, clear product information, and fair pricing guide every decision.
Global Collaboration – We celebrate and support lure makers from diverse cultures, bringing their innovations to new waters.
