For over a decade, 24/7 Lures has been a staple in the world of custom wooden fishing lures, crafting high-quality, small-batch plugs designed for serious surf casters. In a recent episode of the Saltwater Edge Podcast, we sat down with Elliot Thomas, owner of 24/7 Lures, to discuss the evolution of wooden lure design, fishing tactics, and the impact of conservation-minded rigging.

The History and Evolution of 24/7 Lures

Elliot Thomas took over 24/7 Lures in 2017 after acquiring the brand from Jeff Dunbar, who had previously acquired it from Al Gag. The company has maintained its dedication to high-quality craftsmanship while incorporating modern refinements. Over the years, 24/7 Lures has redesigned several of their classic models to improve performance and longevity.

One of the company’s most notable recent innovations is the introduction of flag-rigged lures, designed to reduce post-release mortality for striped bass. Studies have shown that a single belly hook combined with a flag on the back of the lure significantly decreases injury to released fish, making this setup a game-changer for conservation-conscious anglers.

Why Needlefish and Darters Are Essential

During our conversation, Elliot emphasized the effectiveness of needlefish and darter lures, two of his personal favorites. He noted that needlefish lures are incredibly versatile, mimicking various baitfish and moving through the water naturally. Darters, on the other hand, provide a more subtle but equally effective presentation, often enticing strikes when other lures fail.

“Needlefish and darters do something no other lure does,” Elliot explained. “They sneak through the water naturally, presenting a subtle but irresistible target for striped bass.”