Williams lures are entirely manufactured at our two state of the art facilities in Sherbrooke, a city one hour south of Montreal, Quebec Canada or 45 minutes north of Newport Vermont USA. With a dedicated staff of 30 long time employees who take pride in every step of the manufacturing, marketing and distribution process. The stamping, ringing, accents, hooking, packaging and shipping of the lures is done at our main facility. Our second facility, Williams recognition, located across town specializes in custom jewelry and corporate recognition programs. That is where we apply the precious metals genuine silver and gold finishes Williams are renown for. Our complete control over the manufacturing process from the premium polished brass sheets we stamp from through to the finished product ensures that nothing we are not completely satisfied with leaves our premises. We do not “farm” out part of our production processes to mass producers of fishing tackle, everything is done entirely in house by Williams from A to Z to ensure we maintain premium quality fishing tackle.
The dictionary definition of fishing tackle or more specifically “fishing lure” notes that they have been used in one form or another since the caveman. Early versions were rudimentary and made of bone. This progressed to the use of metals during the bronze age and continued to evolve into today’s lures which come in a variety of shapes, sizes and colors. The true test of a lure is the test of time. There have been literally thousands of lures that have come and gone over the last 100 years. There are a handful that are still around, because they catch fish on a consistent basis. Although Williams doesn’t go as far back as prehistoric man we have been around for over 80 years and we do produce our lures from metal, in our case premium polished brass. Brass is a metal which maintains its shape, has the proper density and is resistant to corrosion. There are less expensive fishing tackle substitutes but they are just that…lesser substitutes which Williams will not use. There are many fishing tackle manufacturers willing to do so, we simply will not compromise on quality.
Williams’s fishing tackle lures are easily recognizable by the stabilizing ridge stamped down the center of the majority of our lure series; Wabler, Whitefish, Trophy, Bully, Ice jig and Flasher all carry the trademark stabilizing ridge. This ridge isn’t just for decoration it helps prevent the lure from rotating without changing the action. The ridge proved so effective Williams was awarded one of the few North American patents ever issued for a spoon.
All of our lures are heavily copper plated initially as the first step in the plating process prior to being finished with genuine silver or 24k gold. This heavy copper plate is what gives our lures a flawless finish and a reflective quality that fish can detect farther away under all water conditions.
All Williams’s silver and copper lures are further plated with an outer coat which is then baked on in a 350 degree oven for 45 minutes. This outer coat does not yellow with age as does a varnish dip used by many fishing tackle manufacturers and protects the lures from tarnishing. After fishing simply dry and store your Williams fishing tackle lures which will also maintain your hooks sharpness and integrity.
Williams - fishing tackle manufacturer with a proud tradition of quality craftsmanship of fishing tackle.
MAN OVERBOARD: Angler to always put safety first.