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A Kiwi innovation born on the water
JCJIGS is a New Zealand-born lure brand driven by innovation and a passion for fishing. Founded by angler Jacob Burton, the range focuses on sound, movement and proven colour patterns to target everything from snapper and kingfish to hapuka and bluefin. Designed to help anglers of all levels create memorable days on the water, JCJIGS continues to grow with performance and real-world results at its core.
JCJIGS is a New Zealand lure brand built from a lifelong passion for fishing and a desire to do things differently.
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Founded by angler Jacob Burton, the idea for JCJIGS took shape after a fishing trip to Vanuatu. Surrounded by world-class fishing, Jake realised something closer to home – that New Zealand offers everyday anglers an incredible opportunity to chase big fish across a wide range of species.
That realisation sparked the beginning of JCJIGS, with a simple goal: create a jig that could consistently target everything from snapper and terakihi through to kingfish, hapuka and bluefin, while also encouraging the next generation to enjoy time on the water.
What sets JCJIGS apart is a focus on three key elements – sound, movement and colour.
Sound plays a major role underwater, travelling far further than it does in air. Inspired by time spent free diving, the Electric Koheru jig was developed to emit subtle underwater noise designed to imitate fleeing or injured baitfish, helping attract predators from beyond visual range.
Movement is enhanced through the GBAR Ghost Bait assist rig, which features a small integrated swimming lure attached to the assist hook. As the jig works through the water, the Ghost Bait follows, creating the illusion of one fish chasing another – a strong trigger for predatory species.
Colour selection was refined using feedback from anglers and charter operators throughout New Zealand. UV and day-glow finishes were tested and adjusted based on real-world results, with performance prioritised over appearance.
JCJIGS is built around innovation, respect for the fishery, and the belief that great fishing gear should help anglers create memorable experiences on the water.
More information, including stockist enquiries, can be found at www.jcjigs.co.nz
Testimonial:“We were up north at spot X chasing kingfish using a well-known knife jig but couldn’t get a bite. The crew from JCJIGS were fishing nearby, saw us struggling and handed us an Electric Koheru Rattle Jig in the Green Gold Glow colour. From the first drop we started hooking kingfish — and it just kept going. Safe to say we’ve made the switch and now only run JCJIGS.”
