Fishing Tales
Fishing Lures Continue to Hook Collectors

By: Judy Penz Sheluk

As seen in The Antique Shoppe Newspaper, August, 2005 

The one thing every fisherman has in common is their stories. Memories of the one that got away are the stuff of legends, and infinitely more interesting than the ones that actually made into the net. So it comes as no surprise that the invention of the fishing lure has the same legendary appeal.

Fishing folk lore has the first wooden lure invented quite by accident. "In the late 1890s, James Heddon took a piece of wood, carved a frog lure and added hooks," said Floyd Roberts of Antique Fishing Lures.com. "Legend has it that he tossed his frog lure into the water, caught a bass, and an industry was born."

Not only was Heddon credited with creating an industry, his company was a prolific manufacturer. In 1902, Heddon sold 6,000 lures; by the 1950s, James Heddon and Sons were producing between 12,000 and 15,000 per day. Today, Heddon lures are widely collected, with very early lures in good condition commanding prices from $400-500; an original box can almost double the value.

Other American manufacturers also have a loyal following. The best-known are the Creek Chub Bait Co., Pflueger/Enterprise Mfg. Co., William Shakespeare Co. and South Bend Bait Company. As can be expected, each one has their own story to tell.

The oldest of the four companies began as the American Fish Hook Company in 1864, and was incorporated in 1865 as the Enterprise Mfg. Co. Family-run by the Pflueger brothers, Enterprise began with two lures, the Flying Helgramite and the Luminous Crystal Minnow. By 1900, their catalogue had grown to 126 pages. Enterprise continued to expand their selection of lures, experiencing the greatest growth from 1906-1930.

The South Bend Bait Company was formed in 1909 by F.G. Worden of South Bend, Indiana, who had been selling his 'Bucktail' baits since 1894. By 1915, South Bend employed 15 full-time sales representatives, and 50 women on their assembly line. The original 'Bucktail' baits were made of red cedar, chemically treated to prevent swelling of the wood, and 25,000 deer tail were stocked to ensure continuous production.

The William Shakespeare Co. was founded by William Shakespeare, Jr. in 1896 with a patented level-wind reel. Shakespeare began making tackle around 1900, and issued their first catalog in 1902 with an offering of only four lures - the Revolution, Worden Bucktail, Evolution and a rubber bait casting Frog. Production of Shakespeare lures began to decrease in the 1950s as they concentrated more on rods and reels, with final lure production in the mid 1970s.

The Creek Chub Bait Co. began production in 1916. Named after the creek chub, a small fish commonly used for live bait, legend has three fishermen, Henry Dills, George Schulthess and Carl Heinzerling forming a partnership after a successful expedition using Dill's invention, the Wiggler. Two of the company's innovations, patented in 1919 and 1920, literally changed the industry. The first patent was issued for a spray paint technique through netting, providing a realistic 'scale' finish. The second, a metal diving lip which moved side to side and allowed lures to wiggle, is still used on crank baits made today.

Lures made prior to the 20th century are considered antique and are sometimes referred to as fish decoys. Lures dating from 1901-1940 are considered classic or vintage, while post-1940 lures are considered modern. According to Russell Lewis, the author of several books on fishing lures and tackle, nearly 80 percent of all lures currently being sold at shows and online were made between 1940 through the 1970s.

"The interest in modern lures is the result of several factors," said Lewis. "People tend to collect memories; items which they remember from their father's tackle box, or a 'lucky' lure from their own childhood. The other aspect is affordability. Early lures are often several hundred dollars. These prices discourage a lot of people, and conversely, encourage fakes. So, while classic or vintage lures remain a strong interest, the risk of buying a reproduction or repaint is also greater."

The National Fishing Lure Collectors Club (NFLCC) defines reproductions as a contemporary imitation, while repaints are "an authentic lure or decoy body repainted in any manner since the craftsman or company originally marketed the tackle related item."

"There are ways to protect against buying fakes," said Dr. Michael Echols, a long-time collector of pre-1920 antique fishing lures, and author of numerous articles on lure collecting for the NFLCC Gazette publication. Echols was also a contributor to Old Fishing Lures & Tackle, 6th Edition, by Carl F. Luckey.

"Some of these are plain common sense, such as being suspicious of an incredible bargain, buying from someone on the internet with an 'all sales final' policy, or not educating yourself - this is one field which abounds with excellent reference books," said Echols. "Obvious inconsistencies include rusted hooks with perfect paint, bubbles under the varnish, mismatched eyes and gills painted on with nail polish."

Catalogs are also sought after by collectors, for their visual impact, and for the knowledge they impart. "Early catalogs usually command much higher prices than early lures," said Roberts. "Trade catalogs, specifically designed for sporting goods and fishing tackle stores, are the most valuable. Those dating from 1912 to 1915 are extremely rare; expect to pay $10,000 at least $10,000 for such a find. Catalogues from 1922 to 1927 start at $5-6,000.

"Retail catalogs, produced for the public in greater numbers, are generally more affordable," said Roberts. "Retail versions from 1922 to1926 usually command from $100-$150, 1927 to 1942, $75-$100, and 1947 to 1953 can still be found for $50-$75. Of course, overall condition and the manufacturer are both factors in determining price. In the summer of 2003, a 1912 Heddon catalog sold for $21,000 dollars on e-Bay."

Here's hoping that catalog had more than one interesting story to tell.

For More Information:
The National Fishing Lure Collectors Club (NFLCC) [www.nflcc.com]
197 Scottsdale Circle, Reeds Springs, MO 65737

Florida Antique Tackle Collectors, Inc. [www.fatc.net]
P.O. Box 420703, Kissimmee, FL 34742-0703

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