eventually he came to own fishing lodges in africa and guided in the waters of the tiny West african nation of guinea-Bissau where he led a client to the all tackle world record for tarpon, one of the most cherished and soughtafter records in the fishing world. But ask him about guinea-Bissau today, and he is more likely to mention the 156 mostly nondescript species that he logged and delighted in catching. the brand In a world of me-too lure design, Sébile’s lures are as unique as their creator. He launched Sébile Innovative Lures in 2005 and quickly gained global recognition for baits that were as eye-catching as they were unique in detail and performance. They varied widely from thin-bodied crankbaits like the Rattsler, lipless jerkbaits like the Stick Shad, and hardbait and soft plastic versions of the famed Magic Swimmer to the Rube goldberg-like Proppler Buzz and the eerily effective Vibrato blade bait. The finishes and color schemes were as innovative as the lures themselves with “bleeding” interiors and wavelike metallic finishes mixed in with occasional match-thehatch realism. “I had showed my designs to major tackle manufacturers, and one told me ‘No, you have to make lures that look like Lucky Craft,’” he recalls. “That was a lesson for me. So I decided to build the business myself.” alone to Morocco where he spent 14 days shore fishing for white sea bass. He sought new angling adventures whenever and wherever he could, from downtown Moscow to the australian bush, learning to speak seven languages along the way. Page 15 | Fishhound Mag Modern lure making tends to be a collaborative effort with design teams and pro staffs in on refinement and development. Though he leverages the corporate resources of Pure Fishing today, design and development of Sébile lures largely remain a namesake game.