Our Story

Sweets™ Bait & Lures started the way most good fishing stories do: wanting to catch some fish (and win over a girl, but that's a different story...)

It started with a question

A few years ago, before a trip to the Keys with my now-wife, I found myself in the tackle aisle at Wal-Mart, staring at a wall of the same plastic worm in what felt like forty-seven different color combinations. For someone who grew up only occasionally fishing salt and surf, mostly with live shrimp... how was I supposed to choose? Why were there so many colors? Was this just marketing aimed at people, or was there actually some science behind what a fish wants or needs to see? Why were some of them scented like grape?? And the most important question of all: what was actually going to catch us some fish?

Trying to work out which bag was worth getting and which wasn't gave me a headache, and a few quick Google searches and squinting at the packaging for clues never turned up a straight answer.

I love learning, figuring things out, and experimenting. I also learn best by doing, so I did the thing I always do when something puzzles me: I dove in head first.

I read more. Fished more. Tested more. Some of it worked. Some of it absolutely did not. Every trip to the water taught me something, and I could not keep it to myself, so I built a site called You Can Fish to share what I was learning.

The idea was simple: Figure this stuff out and share it with others.

The natural next step

The deeper I got, the less I had to wonder which bait to buy, and the more I started to wonder what makes a great bait effective. I started making my own to answer exactly that. Different plastics. Different colors. Different scents and action. I poured them one small batch at a time, keeping the ones that got bit and melting down the ones that did not.

The result is Sweets. My love of learning and love of creating means you get good fishin' bait that'll meet your needs across a wide variety of freshwater, brackish, and saltwater/inshore fishing conditions. Every Sweets bait is hand-crafted, quality-inspected, and built to get bit. Not a hundred baits that are just okay, but a tight lineup I am proud to tie on myself and hand to a buddy. And I want that quality in as many tackle boxes as I can get it into, at a price that makes sense for regular anglers.

The Sweets Sixteen makes it simple

Which brings me right back to that tackle aisle. The whole point of Sweets is to take the guesswork out of it, so every bait is built around the Sweets Sixteen: sixteen fishing conditions across freshwater, inshore, and brackish water, each matched to a color that gets bit. The colors and styles you need pick themselves based on where and when you fish. No more staring at the same worm in forty-seven colors, wondering which one to pick. The Sweets Sixteen tells you exactly what to get.

Because fishing should be fun and doable for everyone, whether you have been on the water for thirty years or you are holding a rod for the very first time. Head to the shop and let your water tell you what to throw.

Sweets is family owned and operated, and every bait we make is hand-crafted in Rockledge, Florida, U.S.A.

Give the fish what they crave: Hook 'em on Sweets!