My family has been connected to the Mid North Coast of New South Wales for over 3 decades, and around 10 years ago I made the move from Sydney to call this beautiful part of Australia home full-time.

Hi, I’m Rhonda, the founder of LureLegend. While I might not be the biggest fisher in the family, I’m surrounded by passionate anglers.

From my nephew and niece to now their own children, fishing has always been a huge part of our family catch-ups and weekends together.

Living close to both the stunning coastline and the beautiful Manning River means we enjoy the best of both worlds — incredible river fishing and offshore ocean fishing right at our doorstep.

The idea for LureLegend actually began during a conversation with my nephew, who was telling me how expensive quality fishing lures had become.

Having experience running online stores, I knew there had to be a way to offer Australian fishers high-quality lures without the huge tackle shop price tags.

After months of research, testing, and learning what Australian anglers really wanted, I decided to focus on one of the most exciting and effective lure styles available — vibrating squid lures.

We chose these lures because they are built to perform in tough Australian conditions and are designed to attract aggressive predatory fish species across rivers, estuaries, reefs, and offshore waters.

What makes our squid lures stand out?

🎣 Aggressive vibrating action that creates constant movement and vibration to trigger strikes, even in difficult fishing conditions.

🦑 Realistic squid profile with natural tentacle movement that imitates fleeing squid and injured baitfish predators instinctively attack.

🌊 Versatility to target fish at different water depths, whether near the surface, midwater, or deep structure.

⚡ Fast-sinking design that quickly reaches strike zones where larger fish are feeding.

💪 Tough saltwater construction made from durable materials built to handle repeated strikes and harsh Australian conditions.

Our lures are designed with Australian species in mind and are ideal for targeting Snapper, Kingfish, Mulloway, Flathead, Tuna, Coral Trout, Fingermark, Mangrove Jack, and many other aggressive reef and pelagic species.

Whether you love offshore reefs, estuaries, rivers, lakes, rock fishing, deep-water structure fishing, or coastal boat fishing, we wanted to create lures everyday Australians could trust — without paying premium tackle store prices.

At the end of the day, LureLegend is a family-inspired Australian business built on a simple idea: helping fellow anglers spend less on gear and more time doing what they love most — being out on the water.