As a fishing tackle manufacturer Williams has worked hard over the years to make sure that there is something for every anglers tackle box. Our lures are designed by anglers for anglers. Whether you fish lakes, ponds, rivers, freshwater or saltwater there is a Williams; size, style and or finish to suit your preferred water and species.

Proven actions... with over 80 years of on the water trials by anglers under our belts. Flash... Williams claim to fame is the genuine silver and 24 carat gold finishes that have been a Williams trademark since they were first produced in the early 1900's, 1916 to be exact. There is nothing that reflects light farther deeper and better than silver and gold. Many a fishing tackle manufacturer will call their lures "silver" when they are actually nickel or chrome, "Gold" when they are actually brass. Similar in appearance in the package but literally night and day in the water. A silver lure will reflect any available light regardless of water conditions. Nickel will reflect a dull dark cast as it travels through the water column. Depending on the water clarity this can be as shallow as 2 feet. By 10 feet the nickel lure has little comparison to a genuine silver lure, a dark grey reflection versus a white silver one for the genuine silver lure. We have all seen the underwater footage of a bait ball turning in unison, the silver flash of the baitfish flanks as they dart....note silver sides not dark grey sides.

Williams's craftsmanship is a cut above the rest. When you have a Williams lure in hand take a good look at all the important features that are often overlooked but taken for granted by Williams's anglers. Check out the edge of the lure – all of our lures are properly rounded and trimmed so there is no burr or plating buildup resulting in a rough edge that could fray or cut a line while you fight your trophy. The split rings on the lure are not spread and properly closed. Now take a look at the small details that are sometimes overlooked by other manufacturers, the stampings on the lure are sharp, easy to read and clearly indicate where the product is made, which by the way, is in North America, not overseas. Lastly but very importantly; adjust your eyes (as if to zoom in) to the quality of the finish, you will see no scratches or dents incurred during the manufacturing process. Rotate the lure in different directions to see the reflective finishes. All of the above are routinely checked by our quality control during the many manufacturing steps that ensures Williams quality makes it to a retailer in your area. Williams produced the first Wabler in 1916 and started the development of the lure prior to that. Williams is a North American fishing tackle manufacturer closing in on 100 years of angling history.

If your tackle box doesn't contain various sizes and styles of our Williams lures you may be missing out on the catch of the day. Time on the water is precious, make it count!!!

Please practice a selective harvest for the future.

Williams is not only a fishing tackle manufacturer we are also anglers.