Ever wonder what goes into the finishes you find on our Williams and Mooselook lures and what is involved in producing them?  
Take a look.........

STEP 1: Premium polished brass in either roll stock or sheets
STEP 2: W50 Wabler lure die where the brass moves through
STEP 3: The hydraulic press stamps 100 lures per minute
STEP 4: C90 Whitefish Stamped but not yet formed
STEP 5: The heavy copper base for a deeper and brighter finish
STEP 6: The lures are rinsed to maintain integrity between baths
STEP 7: Final plating coat applied to all finishes except Gold that does not require a protective outer coat
STEP 8: Finished product - quality finish - ready for hook and packaging