BUILT ON THE WATER. BUILT FOR THE BITE.

Founded in 2025 by Jack & Yu, JY began with a simple obsession: Figuring Out How to Get One More Bite.

We fish some of New Jersey’s most pressured waters—from heavily fished lakes to crowded shorelines and the open ocean. These are places where fish see lures every day. Anglers are constantly improving their electronics, line, tackle and techniques, and the fish we pursue have become increasingly difficult to fool.

That challenge is why JY exists.

We didn't start by asking what lure we could sell.

We started by asking what lure we wished we had.

Fishing from boats and shore, in shallow water and deep water, around structure and across open water, during bright days and low-light feeding windows taught us that there is no single presentation for every situation. Sometimes fish need speed and disturbance. Sometimes they need a subtle presentation that stays in front of them just a little longer.

Those experiences became the foundation of JY.

EXPERIENCE BUILT INTO EVERY LURE

Every JY lure begins with a purpose.

We think about where the fish is positioned, what it is feeding on, how aggressive it is, what water it is holding in, and what presentation gives an angler the best opportunity to trigger that fish.

That's why our lineup isn't simply organized around different shapes and colors. We develop lures around the situations anglers actually encounter.

Our Fishing Styles represents the way we actually fish, the methods that worked for us, and how we found success in these different scenarios.

They're the situations that taught us how to fish.

CLICK HERE to Shop by Fishing Styles

THE BITE FORCE PHILOSOPHY

At the center of JY is Bite Force Technology.

Catching a fish starts long before the hookset. A lure first has to get into the right place. It has to look and move correctly. It has to attract attention. And most importantly, it has to give that fish a reason to commit.

We call that final conversion Bite Force.

Our approach focuses on combining profile, action, movement, depth, disturbance and presentation to create lures designed not simply to attract fish—but to trigger the strike.

BITE FORCE TECHNOLOGY

Every lure is developed around a specific presentation and the reaction we want it to produce.

PREMIUM QUALITY

Materials, finishes, hardware and components are selected around performance and durability—not simply appearance.

REALISTIC ACTION

Whether it's a subtle wobble, controlled rise, erratic twitch, hard deflection or explosive surface disturbance, action is engineered around how the lure is intended to be fished.

BUILT FOR SERIOUS ANGLERS

We build for anglers who think about depth, structure, forage, conditions and presentation—and want their tackle to do the same.

CLICK HERE to SHOP BY SPECIES

FOUR CORE FAMILIES. DIFFERENT WAYS TO TRIGGER THE BITE.

Our core lure families each represent a different part of the JY approach.

WALLY - Jerkbaits

WIPER - Poppers

LUNKER - Minnows

HAWG - Crankbaits

CLICK HERE to SHOP LURE CATEGORIES

MORE THAN THE LURE

Our goal isn't to put as many different lures as possible on a wall.

We would rather make the right lure for a specific job—and keep working on it until we believe it deserves the JY name.

THAT ONE BITE.

JY TACKLE

Founded by Jack & Yu • New Jersey • 2025