Fishing Lures
Fishing lures for every New Zealand species and style, from soft baits and slow jigs for snapper to knife jigs and topwater lures for kingfish, game lures for marlin and lures for trout. Our range is led by Malosi, Daiwa, OTL, Shimano, Ocean Angler and Rapala, alongside Z-Man, Berkley, Ocean's Legacy and Nomad Design.
Stock up on soft baits, slow jigs and kabura and slow pitch jigs for snapper, knife jigs and topwater lures for kingfish, and micro jigs for light fishing. Troll with trolling lures and game lures, target squid with squid jigs, and fish rivers and lakes with freshwater lures.
Browse the lure walls at the Land & Sea concept store at 36 Pollen Street, Grey Lynn, where the team can tell you what is working, or order online for fast, tracked delivery across New Zealand, with click and collect from our Westgate collection point at 4B Topere Way.
Frequently asked questions about fishing lures
What are the best lures for snapper in New Zealand?
Soft baits, slow jigs and kabura are the most popular snapper lures. Soft baits on jig heads work well in the shallows and over foul ground, while kabura and slow jigs, worked with a slow, steady wind or gentle lift and drop near the bottom, catch snapper in deeper water. Micro jigs are effective when snapper are feeding on small baitfish. Carrying a mix of all three covers most situations.
What lure colour should I use?
A good rule of thumb is natural colours such as silver, blue and green in clear water and bright sun, and brighter or darker colours like pink, orange, chartreuse and black in murky water or low light. Glow or lumo finishes help in deep water and at dawn and dusk. Fish can be fussy from day to day, so carry a few different colours and change if you are not getting bites.
Do lures catch more fish than bait?
Both catch plenty of fish. Lures let you cover more water, target active, feeding fish and often select bigger fish, and they are less messy than bait. Bait is hard to beat when fish are shy or feeding on the bottom, and it is simple for kids and beginners. Many anglers carry both, using lures to find fish and bait to keep catching once they settle on a spot.
How do I choose the right lure weight?
Choose the lightest lure that reaches the depth you are fishing and stays in contact with the bottom or the strike zone in the current. In shallow, calm water, light lures look more natural. In deeper water or strong current, you will need heavier jigs and jig heads. Also match the lure weight to your rod's rated range so it casts and works properly.
Should I upgrade the hooks on my lures?
Many anglers upgrade the trebles on topwater lures and casting minnows to stronger trebles or single inline hooks, especially for kingfish, which can straighten light hooks. Singles are also easier and safer to unhook and kinder to fish you release. Make sure any replacement hooks and split rings are rated for your target species and do not upset the lure's swimming action.
How should I store my lures?
Rinse lures in fresh water after saltwater use and let them dry before putting them away, which stops hooks and split rings rusting. Store hard lures in compartment boxes or lure wraps so hooks do not tangle, and keep soft baits in their original packets, away from heat and direct sun. Replace rusty or blunt hooks before your next trip so you do not lose fish.
What lures work best for kahawai?
Kahawai love small, fast-moving lures, so metal casting jigs, small soft baits, spinners, small stickbaits and trolled bibbed minnows all work well. Look for birds working over schools of baitfish and cast into the action, retrieving quickly. Kahawai are also great fun on light tackle and make excellent bait or eating if bled and chilled straight away.
What lures should I use for kingfish?
The main kingfish lures are knife jigs for jigging around reefs and pins, topwater stickbaits and poppers for casting, and large soft baits and trolled lures. Kingfish are powerful, so use strong hooks, split rings and solid rings, and heavy fluorocarbon leader. Live baits also catch many kingfish, and a lure is often the best way to find them first.