Nichols Lures Acquires Dirty Jigs Tackle

Nichols Lures, a recognized brand name in high-quality, American-made fishing tackle, announced today its acquisition of Wisconsin-based Dirty Jigs Tackle. Both brands will be manufactured under one roof in Thomasville, Georgia.

“We have built a reputation at Nichols Lures for creating tournament-grade tackle delivered on time,” says Brooks Woodward, President of Nichols Lures. “We are excited to extend our commitment to excellence with the Dirty Jigs brand and product line. Curt Demerath, the founder of Dirty Jigs, built an incredible company around a superior product, and our entire team stands ready to continue that legacy.”

When asked of the transition, Curt replied, “Now is the time to hand the reins to someone else who sees that same vision and has the same passion for the sport and the product. I can’t think of anyone that I have more respect and faith in to do that than Brooks Woodward of Nichols Lures and I know there will be many new and better things to come from Dirty Jigs with him at the helm.”

Production of the Dirty Jigs line will be nothing new for the Nichols Lures team, as they have been assisting Dirty Jigs with OEM production since late 2021. “It is essential that we maintain only the highest standards for Dirty Jigs products,” remarks Brooks. “Keeping production under our control in Thomasville, Georgia, ensures that the tackle fishermen love will continue to be made properly, and it provides numerous jobs in our community.”

Dirty Jigs was founded in 2004 by Curt Demerath of Shiocton, WI. “Almost 20 years ago after building jigs for myself and a handful of friends I got the crazy idea to start selling them.  It all started with one simple rule, build the jig to do the job the best I was able. That meant using the best hooks, making detailed colored skirts, and offering the right head shapes with the proper weedguard.  As time went on many new colors and styles were created.  As the industry and market changed, some things stayed and some things went away but not that original rule.   I’ve never been afraid to design a new skirt pattern or skirt material color, or try a new jig design,” says Curt.

“Nichols Lures exists not just to make the perfect fishing lure, but more importantly, to make an impact on our community. Our vision is to employ and support as many people in Thomasville, GA, and our surrounding area as possible. The acquisition of Dirty Jigs will ensure that we have plenty of work in the pipeline to keep our entire crew busy!”


No matter what you want in your tackle box, Nichols Lures can take care of you. Spinnerbaits, Jigs, Flutter Spoons, and multitudes of terminal tackle are all part of our extensive line-up of products. Founded in 1989, Dave Nichols began by creating jigs and spinnerbaits out of his garage in East Texas. From there, the company grew, adding new and innovative products at every turn. In 2012, Dave and his wife, Lynn, sold the company to Brooks Woodward, the current owner and operator. Each morning, Brooks wakes up, goes into work, sits down at his desk, and begins hand-crafting each lure that comes his way. We still value high-quality, hand-made, American products, and plan on continuing a 30 year old legacy the right way, with hard work and determination.