Williams Lures

As there are so many manufacturers both large and small independents, no one store can stock all of a company’s line-up.

With that being said, we have the broadest selection of lures in the region and take pride in keeping up to date with the newest and most innovative that the industry has to offer.

Whether your looking for that hard to find colour or size for fresh, and or saltwater, please contact us here for current inventory and or ordering details.

See here for Williams Lures’ complete product line-up and then contact us for ordering details.

About Williams Lures:

The first Williams Wabler was stamped in Buffalo NY sometime around 1914, full production began in 1920. Canadian production began in 1923 in Fort Erie Ontario . Until 1978 production of the Wabler took place on both sides of the Canada USA border. As of 1978 all production was transferred to the Canadian plant. A Canadian favourite with a world wide reputation.

There are 3 constants to Williams Lures:

1) Williams lures have always been finished in genuine silver and or 24 carat gold, nothing matches the visibility and reflective qualities.

2) The Williams brand has always been produced in North America by anglers for anglers.

3) They have consistently produced for anglers for 100 years.Williams range of; series, sizes, styles, colors and weights offer anglers a proven selection for a wide range of species which are applicable to a variety of presentations and conditions!

George Breckenridge, as did many Canadians of his era, emigrated from Saltcoats, Scotland in 1905 at the age of 4. His family settled in the eastern townships of southern Quebec. George spent his childhood fishing the local lakes and rivers and building a reputation as a great lacrosse player, his favorite pastime other than fishing.

Following a brief period in Manitoba, George returned to the townships as a teen and embarked upon his career as an entrepreneur. Owner of the St-Francis golf and tennis club, he was also recognized as a champion breeder of silver fox. Later he founded a sports and apparel business under the brand name Seal-Dri, which also supplied outerwear to the then fledgling Atomic Energy Canada.

George will be best remembered for having founded Brecks in 1947 with his wife Maude, marketing flies and manufacturing lures in their home. Brecks, which bears his name, has been offering Canadian fishermen the finest proven brands for over 65 years.

In 1964, George’s son David Breckenridge took over the daily responsibilities and became principal shareholder. David expanded the facilities twice. Brecks now operates from a state of the art 22,000 sq. ft. facility and a 12,000 sq. ft. off site facility for its’ plating of Williams and Mooselook lures. David instigated the acquisition of two of the oldest brands of North American lures into the Brecks fold, Williams lures dating to 1916 and Mooselook dating to 1938. David passed away suddenly in 2012. His father founded the company, David built the company into a leading brand in the Canadian and international markets.

Sharon Gautrey, David’s spouse has been involved in the company for 30 years managing the day to day operations as comptroller. Sharon assumed the responsibilities of president in October 2012 upon David’s sudden passing. Brecks continues to be proactive and to expand under her leadership, with 2 recent acquisitions of the Savant lure company in 2013 and the Lake Clear Wabler in 2014. Building upon Brecks market share both domestically and on the international markets.