Today we’d like to introduce you to Rich Hewitt
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Fishing has always been a part of my life. Growing up on Green Lake in Michigan, I was surrounded by water, and my parents passed down a love for the sport that would become a defining part of who I am. My mom taught me the basics, and we spent countless days on the boat, playing catch and release. With my dad, we’d venture out to explore new areas and try to catch different species. Fishing became an opportunity to learn about the water and the world around me as well as connection. The real turning point came after my dad passed away. I was holding onto all those memories of our time together, and one day, I thought about a special lure my dad had given me. It was a lure I had used many times, but I lost it off the coast of Florida during one of our fishing trips. I had always cherished it, and though simple, it was a loss that lingered with me. In that moment, I realized that I could recreate that lure. Replicating that lure wasn’t just about bringing back a piece of fishing gear—it was about honoring my dad’s legacy and everything he taught me. That moment sparked the creation of Dad’s Lure Company. What started as a personal project to connect with my dad’s memory quickly became a mission to create high-performance lures that help others create their own fishing memories. We now offer lures like our Ol’ Twitch, Symply Spyderz, Bed Busterz, and Lil’ Buggerz, each handcrafted with care and designed to help others enjoy the sport just like my family and I have been able to do.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It’s definitely been a long journey full of ups and downs, but we’ve kept moving forward. As a father-daughter run business with locations in both Michigan and Ohio, there are always plenty of moving parts—keeping things in sync between two states means we’re always balancing the backend, production, sales, and distribution. It can be a bit of a juggling act. Fishing is a seasonal business, so while we’re busy during peak season, the off-season can slow things down. That can make it tough to stay consistent year-round. Being a handmade operation with just the two of us means we sometimes struggle to keep up with demand in the busier times, but we wouldn’t have it any other way. Every challenge is a chance to learn, grow, and keep getting better. At the end of the day, it’s all worth it when we see people out on the water making memories with our lures.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At its core, our work is about building tools that create connection — between people, between generations, and with the outdoors. We carefully handcraft each lure to perform, but also to carry a sense of story and purpose. Whether it’s a kid catching their first fish or an old-timer reliving memories on the dock, we want our products to help spark those moments.
What makes our business a little different is that we’re not chasing mass production — we’re chasing meaning. Our lures are affordable, approachable, and designed to get bites without the flash and fluff. Ol’ Twitch is a great example as it’s simple, smart, and gives anglers the chance to hook two fish in one cast. But the real magic is what happens after that cast — the memories, the laughs, the lessons. We’re especially proud to be part of a growing community of anglers who value quality time as much as the catch. Whether it’s a grandparent teaching a grandkid to cast or buddies chasing bites at sunrise, we design our lures to be part of those stories. This business may be small, but it’s personal — and every lure we make is built to help someone make core memories
Do you any memories from childhood that you can share with us?
Without a doubt, my favorite childhood memory is spending summers fishing with my parents. Whether we were casting from the end of the dock or out on the boat, those moments were more than just about catching fish—they were about building a love for the water, learning life lessons, and creating memories with two of the people who mean the most to me.
Pricing:
- Ol’ Twitch Combo Kit – $14.99
- Symply Spyderz (2 pk.) – $3.99
- Bed Busterz (2 pk.) – $3.99
- Lil’ Buggerz (2 pk.) – $4.99
Contact Info:
- Website: https://dadslurecompany.company.site/
- Instagram: @dadslurecompany
- Facebook: https://facebook.com/dadslurecompany
- Other: TikTok: @dadslurecompany
