Hey, I'm Earl Bn — artist, angler, and the mind behind It must be the bait . Since I was six years old, fishing has been more than just a hobby for me — it's a lifestyle. Around that same age, I also fell in love with art: painting, drawing, comics — anything that let me express creativity with my hands.
For years, I’ve wanted to help fellow fishermen take their game to the next level — whether through technique, gear, or style. I believe every angler deserves tools that are not only functional but also reflect their personality. That’s what led me to start customizing lures, building rods, and modifying reels. I got my first airbrush specifically for painting lures back in 2014, and that’s when everything really started coming together.
This is where my two passions meet — art and fishing — tied together, quite literally, with an FG knot. Every custom piece I create is built with intention: to give you an edge out on the water, and to stand out while doing it.
Whether you're looking for one-of-a-kind lures, a rod that feels like an extension of your own arm, or a reel tuned just right — I got you.
Let’s elevate the way we fish.
My goal isn’t just to sell fishing products — it’s to build a community and help fellow anglers fish smarter, more confidently, and with gear they can trust. I want to give fishermen access to high-quality, custom gear that not only performs better but also has personality and purpose behind it.
Each product I personalized — from custom-painted lures to modified reels and handcrafted rods — is made with the mindset of giving anglers a real advantage on the water. I want you to feel like your gear is working with you, not against you.
Beyond the products, I’m here to inspire and share techniques that can help people level up their fishing game. Whether you’re a weekend warrior or a hardcore tournament angler, I want to offer tools that make a difference — and look good doing it.
At the end of the day, it’s about combining passion, performance, and creativity — and helping others do the same.
To revolutionize the fishing experience by blending art, innovation, and craftsmanship — creating custom gear that gives anglers a personal edge, inspires creativity on the water, and builds a community united by passion and performance. We aim to become a trusted name in the fishing world for unique, high-quality products that reflect both skill and style — where every cast feels custom.
Our Features
Fabulous team
The fisher behind the company.
