Family owned and operated since 1987, Norton Lures is a fishing tackle company specializing in premium quality “action tough” fishing lures. We at Norton Lures share a true passion for the sport of fishing with our customers. We understand that although fishing is a sport, many consider it a way of life. With this understanding we have worked to develop the highest quality products to take you to the next level as an angler. Over 20 years of saltwater fishing knowledge has gone into perfecting our products and has made the Norton family company the leading authority in saltwater fishing.