tackle box of an angler over 40 years old and the odds are high you'll find an
Al's Goldfish. The pioneering spoon has been a go-to lure since Al Stuart
developed it in 1952.
The spoon was first launched through
Stuart's Sports Shop in Indian Orchard, Massachusetts. Stuart later added a distribution network along with a consumer-direct catalog. He continued to make
lures, expand his product design and promote
his products until his passing in 1984.
Al's Goldfish remained a family-owned
company run by Al's daughter Joan and her husband Fay. The couple focused their
attention on the promotional end of the business. As the late 70's through mid 90's saw a change in customer tastes and preferences, Al's Goldfish lost its
brand appeal. Ultimately Joan and Fay retired and sold the business to John
The Massachusetts native was the first
non-family member to own the company, and Occhialini brought Al's Goldfish into
the new Millennium. The 1950's stamping machinery, which was state-of-the-art at the time, was replaced with better methods that
improved lure quality. 22-Karat Gold plating added a brighter finish, and
higher-quality components like Worth split rings and industry-best VMC hooks
were incorporated. Occhialini computerized all business operations while
expanding catalog and marketing efforts. Sales and profitability returned.
Upon Occhialini's 2015 retirement,
Maine's Mike Lee became the fourth owner of Al's Goldfish. His objective was to
expand the manufacturing of American-made lures. In 2016 Lee added the Living
Lure Collection which features vibrant fish images over a chip-resistant
finish. Next he added the Bob Christopher Series, a combination of attractor
and imitator spoons that mimic common baitfish. And most recently he introduced
the one-ounce Saltwater Goldfish series that, during field testing, accounted
for significant catches of striped bass and bluefish. With these assortments
Lee focused on continued sales growth while simultaneously expanding the
In 2018, Jeff and Mandy DeBuigne, who have lived on both the West and East coasts, acquired Al's with the ambition of expanding Al's presence geographically and sharing the American-made versatile Goldfish with anglers across the United States and abroad.
Al's Goldfish IS Unique
Al's Goldfish lure's unique design is aero-dynamic
which makes for easy casting on even a windy day. Its distinctive shape causes it to swim naturally with a smooth retrieve or to dart-erratically when
twitched. Gold, nickel and copper blanks are polished to a perfect hue, and
they readily accept paint. Many lures are hand-painted and hand-finished. There
are between three and five colors of paint matched with between one and three
baking processes. The clear finish protects
the colors from chipping and makes the lures virtually indestructible.
From 1953 through 1973, Al's Goldfish sold nearly 1 million lures each year. At least one is in your dad or granddad's tackle box.
The original name for the lure was Stuart's Goldfish. It was renamed Al's Goldfish in 1954 and promoted by Gadabout Gaddis, the Bill Dance of the era.
Goldfish lures will catch any fish that swims. Sure they're great on trout, but
they also account for several different species of bass, panfish, walleye,
pike, and muskie. Saltwater
fish such as striped bass, bluefish, redfish, sea-trout and Pacific salmon
hammer the spoons.
Goldfish lures have always been Made In America. The blanks are made in
Massachusetts, the paint is applied in Rhode Island, the split rings are made
in Wisconsin, and the company headquarters is in Maine.
and Stream magazine named
Al's Original Goldfish lure one of the "50 Greatest Lures of All Time". In
2007, the lure was made Field and Stream's Top 10 Best Trout Lures of all time.
lures are hand-painted with hand-mixed color schemes. Depending on the lure
they are baked between one and three times. Their hard finish makes them
durable and protects paint colors from chipping.
hand-made Al's Goldfish lure requires between 6 and 8 minutes of work per lure.The Al's Goldfish continues to hold the Massachusetts state record for largest brown trout ever recorded. The beast was caught by Dana Deblois in the Wachusset Reservoir in May of 1966 with the Gold Orange 1/4 oz goldfish. It continues to be the longest standing state record today.
IN THE NEWS
Al's Goldfish has recently been featured in a number of outdoor
publications including: Field and Stream, Outdoor Life, Fishing Tackle Retailer, Fishing Tackle Trade News,
Fishwrapwriter.com, Bassin' Magazine, On the Water, The Maine Sportsman, The Norwich Bulletin, The Bangor Daily News, Adventure Sports Outdoors, and Outdoors Unlimited Magazine.
I swear by your lures! Been using them for forever!
Ken Marcewicz, Wadell AZ
I had a buddy of mine tell me this lure wouldn't work (Living Lure Perch).
Well after 5 good fish...hahaha, boy do I love this lure.
Calvin Fort, New London CT
Got the shipment on Friday and caught 27 Stripers and 5 Largemouth yesterday.
My father had 2 other people in his boat and they caught over 50 Stripers and
10 Black Bass. Mike Braddock
I've been using the Al's Goldfish Lure for years over 50 years. The Al's
Goldfish 1/4 oz is the very best lure I have ever used for brook trout bar
John Ross, Nova Scotia, Canada
The bucktail plan was a HUGE success. Two of us kayaked into a tough west wind
and in a few hours we landed more than thirty bass up to 27". Your Goldfish was
perfect, and the stripers hit it aggressively. Well done, that lure was a blast
to fish, especially on light tackle. I can't wait to fish that Goldfish again!
Todd Corayer, Outdoor Writer, Rhode Island
It's like witnessing the reincarnation of an old fishing buddy.
Stu Bristol, Outdoor Writer & Master Maine Guide
Jeff and Mandy DeBuigne, Owners