PhD Lures began in a small garage with a passion for creating innovative fishing lures. Based in Yamba at the mouth of the Clarence River—one of Australia's premier recreational fishing destinations—we've grown from humble beginnings into a company known for groundbreaking designs. Each lure we develop pushes the boundaries of what's possible, combining local knowledge with cutting-edge innovation. Our commitment to quality and creativity continues to drive us forward as we expand our range and reach anglers across the country.