THE WORLD OF EXCLUSIVE LURES

Bling, Strike, After Shock, FOW, Salty…

What’s all this about? Welcome to the world of exclusive barra lures — a fast-paced race to see who has the best intel, the boldest ideas, and the smartest marketing strategies.

With thousands of Classic and Bomber lures sold across Northern Australia every year, everyone wants to stand out. Some of the best colours and designs haven’t come from lure designers or manufacturers, but rather from retailers, consumers, and the colourful characters who make up the world of the iconic barra.

JM Gillies and the team behind the Classic and Bomber lures have long supported stores in their quest for the next must-have exclusive colour.

Over the years, more than 200 exclusive colour variations have been created to chase the elusive barramundi. “We want this, but we want it silent,” or “we want this with an orange belly” — it all adds to the fun and creativity that define lure fishing up north. For tackle stores, getting that perfect combination can deliver a crucial advantage if they manage to get it right.

JM Gillies and the team behind the Classic and Bomber lures have long supported stores in their quest for the next must-have exclusive colour. There’s a mix of science and some part fun behind it all, but if a retailer can nail the hot colour for that season, it not only drives sales but it can also deliver serious bragging rights across the retail industry. More importantly, there are some very happy anglers when they land the fish of a lifetime on that special lure.

For the diehard anglers who live and breathe barra fishing, these exclusive colours often become legendary.

The Classic Hard Body Lure is built tough for barramundi and other large predatory fish. Designed for casting and trolling, it’s available in a series such as the Classic F18 and Classic Ghost. Featuring dual-moulded bodies, lifelike finishes and heavy-duty VMC trebles, it’s a proven performer in Australian waters.

Then, once the lures arrive, the race shifts into a marketing battle. Some stores launch with a catchy jingle or flashy social media teaser, while others hit the water for days, chasing metre-plus fish to prove the lure’s worth. The power of social media amplifies every success story, sending images and videos of those big barra, and their shiny new lures, across the country in hours.

: The Bomber Lures Long A from the Strike Series is a hard-bodied lure with a slim, lifelike profile designed to trigger strikes. Equipped with two strong treble hooks, it combines movement, flash and vibration to attract a wide range of predatory fish, making it a proven performer in Australian waters.

For the diehard anglers who live and breathe barra fishing, these exclusive colours often become legendary. Stories circulate around campfires and boat ramps about “that purple one with the orange flash” or “the secret Salty edition” that nailed a trophy fish. Collectors eagerly hunt them down, sometimes years after their release, while others remain closely guarded secrets, whispered about among local crews.

In the end, it’s all part of the magic of barra culture. The collaboration between anglers, retailers, and lure makers keeps innovation alive, ensuring there’s always a fresh colour, a new twist, or a better lure to chase that next great fish.

So next time you’re in your local tackle shop, take a closer look at the racks. Keep an eye out for unique colours and lures that don’t appear in catalogues — because that unassuming little lure might just be the secret weapon for your next trip north.

jmgillies.com.au