Elliott Thomas - The Evolution of 247 Lures
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.” The Role of Color in Lure Selection Color is often a hot topic among anglers, and Elliot had a refreshing take on it: “I don’t think color matters nearly as much as people think.” While some fishermen swear by specific colors for different conditions, Elliot believes that presentation, movement, and silhouette are far more important than the color itself. However, he does recognize the importance of contrast, particularly in topwater lures like spooks and pencils. “When I’m fishing a spook, I want it to stand out. That’s where a bright head or contrasting back can really help,” he noted. Conservation Efforts: Flag-Rigged Lures for a Healthier Fishery One of the most important takeaways from our discussion was the push towards conservation-focused lure rigging. The traditional treble hook setup has long been associated with increased injury to fish, but recent studies have demonstrated that switching to a single belly hook and a flag on the rear of the lure can cut post-release mortality rates to under 4%. “Jerry Audet and Dave Anderson have been huge proponents of this change,” Elliot said. “For me, it was an easy decision. We already knew single hooks were better for fish, and the study just confirmed it.” The Craft of Lure Building and Future Innovations Beyond fishing strategy, Elliot also shared insights into the meticulous craftsmanship that goes into each 24/7 lure. From hand-sealed and painted wooden bodies to carefully tested weighting and balance, every lure is a product of both tradition and modern innovation. When asked about future plans, Elliot hinted at continuing to refine existing models and possibly expanding the range to include more conservation-friendly options. “I’m not here to reinvent the wheel,” he said. “But I do want to make sure we’re making the best lures possible while keeping the fishery healthy.” Where to Find 24/7 Lures If you’re interested in trying out 24/7 Lures for yourself, you can find them online at Saltwater Edge. Elliot also frequently attends tackle shows, offering anglers the chance to see his work in person and talk shop. For more expert fishing insights, tackle tips, and conservation updates, be sure to subscribe to the Saltwater Edge Podcast and follow us for future episodes! Key Takeaways from This Episode: 24/7 Lures carries on a legacy of high-quality wooden lure craftsmanship. Needlefish and darters are must-have lures for striped bass anglers. Color matters less than presentation—contrast is more important. Switching to flag-rigged lures significantly reduces post-release mortality. Handmade lures continue to offer unmatched quality and performance. For more information, visit 247lures.com or stop by Saltwater Edge to explore the latest in custom wooden plugs!
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