Art of Fishing

Art of Fishing is a specialist tackle retailer focused almost entirely on modern lure angling, with a reputation for deep product knowledge and highly personal service that appeals to bass and light game anglers across the UK. The shop operates from a compact showroom in Wadebridge while running a busy online business, so it combines the feel of a niche local store with the reach of a national retailer.

The core appeal of Art of Fishing lies in its carefully curated range of lure tackle, rather than a broad, generalist stock list. Anglers will find an emphasis on high-performance Japanese brands and premium options, including niche rods, reels and accessories that can be difficult to source from more mainstream retailers. This focus particularly attracts those who are serious about techniques such as light rock fishing, bass lure fishing and finesse work from shore or boat. Instead of filling the walls with every product available, the team prioritises what they regard as the most effective and reliable tackle, which can be a strong advantage for anglers who value expert filtering over sheer volume of choice.

For many customers, the specialist angle starts with rods. The shop is well known for supplying performance-oriented models from respected Japanese manufacturers, and it has even collaborated on rods built to its own specifications to suit UK lure fishing conditions. Serious lure anglers benefit from this level of attention to detail, as they can match their rod choice to very specific situations such as targeting bass over shallow reef, working jigs in estuaries or flicking tiny soft plastics to harbour species. The downside of this premium focus is that beginners expecting a large range of low-cost, entry-level rods may find the selection more oriented towards higher-quality options than budget starter kits.

The same philosophy runs through the rest of the tackle on offer. Instead of providing every brand of lure or terminal tackle, Art of Fishing concentrates on a tight range of soft plastics, metals, hard lures, jigheads and accessories that the staff actually use and rate. This can be reassuring for anglers who feel overwhelmed by choice when shopping elsewhere, because the stock has effectively been pre-tested and filtered. However, those who like browsing big walls of cheaper, more generic lures, or who are loyal to brands not carried by the shop, may feel that the selection is more refined than comprehensive. The trade-off is between a focused shelf of trusted products and a supermarket-style spread of everything on the market.

Customer service is consistently highlighted as one of the main strengths of Art of Fishing. Anglers frequently comment that staff members are willing to take the time to discuss techniques, target species and local marks, then match these needs to suitable tackle rather than simply pushing the most expensive item. There are examples of customers being steered towards more appropriate, sometimes less expensive rods than those they originally planned to buy, with detailed explanations of why a particular blank, action or casting weight is better suited to their style of fishing. This approach builds trust and makes the shop attractive to anglers who want honest, knowledgeable advice rather than a quick sale.

The team’s experience extends well beyond selling gear. Staff members are active lure anglers who fish the same coastlines and methods as their customers, and this practical background is reflected in the guidance they provide on rod balance, casting weights, line choices and lure selection. Anglers planning specific trips, such as sessions on Cornish estuaries or harbour LRF outings, often mention receiving tailored advice that covers everything from jighead weights to lure colours and retrieves. This depth of technical support is a key reason why many customers turn to Art of Fishing for help with more advanced methods rather than simply treating it as a price-driven online shop.

Art of Fishing has also played a visible role in the lure fishing community through events and its wider presence. Over the years, the shop has been associated with gatherings and competitions that bring together light rock and bass anglers from across the country, helping it build a profile well beyond its local area. That community involvement, combined with activity on social media and video platforms, means that many anglers first encounter the shop through their screens before ever setting foot in the showroom. For those who follow lure fishing content, the shop’s name is strongly linked with modern techniques and Japanese-style tackle.

Online, the business benefits from a loyal customer base that values both its product range and communication. Anglers commonly describe being kept well informed about back-ordered rods and deliveries, with updates and alternatives offered when items are delayed. When more premium products have been out of stock, customers report being upgraded to newer versions without additional cost, which reinforces the perception of a customer-first attitude. Fast dispatch times and careful packaging are also recurring themes; rods and other fragile items typically arrive well protected, which is important for those ordering high-value tackle to be shipped around the country.

However, the digital side of the business is not without weaknesses. While the online shop provides access to a wide range of specialist tackle, some anglers feel that the website could be more modern and easier to navigate, particularly given the high standard of the products themselves. Navigation, product organisation and visual design may not always match the polish of larger, more general e-commerce platforms. For potential customers who shop primarily online, this can create a slight mismatch between the premium nature of the tackle and the experience of browsing for it, especially when compared with bigger multi-brand retailers who invest heavily in web design.

The balance between the physical showroom and the online operation also has practical implications. The Wadebridge showroom is not set up as a conventional walk-in tackle shop that is open all week. Instead, it opens to visiting anglers on selected days, with the rest of the time dedicated to running the online business and wholesale supply. This structure works well for those who plan ahead and visit on open days, as they can see high-end rods and lures in person, talk at length with staff and handle gear before buying. On the other hand, local anglers expecting a traditional shop with full-time trading hours may find the limited access inconvenient, especially if they prefer to drop in spontaneously for bait, terminal tackle or last-minute holiday purchases.

In terms of product breadth, Art of Fishing is squarely positioned as a lure specialist rather than a general-purpose angling store. Anglers looking for coarse, carp or fly tackle, live bait or a wide array of traditional beach gear may find that this is not the most suitable place to get a full kit. The strength of the shop is in carefully chosen lure rods, reels, lines and artificial baits, not in covering every discipline. For some customers this focus is exactly what makes the shop attractive, while for others it means they will need to use additional retailers for more conventional equipment. The key is to understand that this is a specialist rather than an all-round angling warehouse.

Pricing generally reflects the quality and origin of the tackle supplied. Many of the rods, reels and lures on offer sit at the higher end of the market, particularly those imported from Japanese manufacturers, but anglers often comment that prices are fair for the level of performance and that they receive good value through the advice and after-sales support included. There are also mid-range options, and staff have shown willingness to guide anglers towards suitable choices within a given budget. Those seeking ultra-low-cost gear may find cheaper alternatives elsewhere, but they will likely sacrifice the combination of filtered product choice and tailored advice that characterises Art of Fishing.

The business also supplies tackle on a wholesale basis to other retailers, which reinforces its position as an importer and distributor of niche Japanese products rather than simply a small local shop. This dual role as both retailer and supplier to the trade indicates a strong relationship with manufacturers and a deeper understanding of the tackle than might be expected from a typical high-street outlet. For the end customer, this translates into access to distinctive products and early availability of new ranges, as well as detailed information on how these rods and lures are intended to be used.

When it comes to buying experience, many anglers highlight that communication does not end at the point of sale. Follow-up advice on using new gear, line choices and recommended lures for specific venues is often provided willingly, whether via phone, email or social channels. This ongoing support can be particularly valuable for those stepping into more technical aspects of lure angling, such as micro-jigging, surface fishing for bass or species hunting in harbours. At the same time, the highly personal nature of the service means that customers may need to be patient during peak periods, as staff balance in-store visitors, online orders and advice requests with a relatively small team.

Art of Fishing has built a strong reputation among dedicated lure anglers by combining a tightly curated selection of premium tackle with honest, experience-based guidance. Its strengths are clear: specialist products, staff who genuinely fish the methods they talk about, and a willingness to help customers choose what they actually need rather than what carries the highest price tag. The limitations are equally relevant for prospective visitors: restricted showroom opening, an online experience that could benefit from a more modern presentation, and a product range that is deliberately narrow in discipline. For anglers who value focused expertise and high-quality gear, these trade-offs are often seen as acceptable, but those seeking a broad, all-round angling outlet may prefer to treat Art of Fishing as one part of a wider shopping mix.

For potential customers deciding whether this is the right tackle provider, it is helpful to view Art of Fishing as a destination for thoughtful purchases rather than impulse buys. Anglers who enjoy discussing techniques, comparing rod actions and refining their lure choices will likely appreciate the level of engagement on offer. Those who know exactly what they want can still benefit from fast delivery and careful packing, while anglers who are less certain can lean on the staff’s experience to avoid expensive mistakes. Understanding both the strengths and limitations of this business will help you decide whether its specialist approach matches the way you prefer to fish and to shop.

With its focus on premium rods, carefully chosen lures and hands-on advice, Art of Fishing remains a distinctive option in the UK tackle market. It will suit anglers who place a high value on talking to people who genuinely understand their sport, are happy to work within specific opening arrangements and accept that a narrowed product range is the price of a more considered selection. Those priorities make it a notable choice for anyone looking to upgrade their lure set-up or move beyond basic gear into more refined and technique-specific tackle.