At 131 Custom Lures, we design and custom paint proven trolling lures, flashers, and crankbaits built specifically for salmon, trout, and walleye fishing throughout Michigan and the Great Lakes. Every lure is tested on the water by Captain Jim Chamberlin — owner of Fish With Jim Outfitters — to deliver fish-catching colors and reliable performance in real-world fishing conditions.
Whether you're targeting Atlantic salmon on Torch Lake, spring browns on Lake Michigan or Lake Ontario, or walleye across Northern Michigan, Lake Erie, Green Bay or Saginaw Bay, our custom-painted lures are designed to help anglers catch more fish and fish with confidence.

Our collection includes custom-painted Bandit Walleye Deep crankbaits, Thin Fins, salmon flashers, trolling plugs, and other tournament-tested trolling tackle trusted by Great Lakes anglers. From salmon and trout to walleye and steelhead, we create high-quality custom fishing lures designed to perform across a wide range of trolling applications and water conditions.

Every bait is painted with attention to detail, durable finishes, and proven color patterns developed through years of experience fishing Michigan waters.