About Bluff

I’m Dan Termini, the guy behind Bluff Lures. I’m a passionate angler with a deep love of the water and lure making. That love brought me here to Bluff, where I bring my ideas to life in my workshop just outside Philadelphia.

I design and build everything myself, from digital 3D models and 3D-printed mold sets to custom wire-bending jigs and resin/glass injection molds. I’ve developed a process and material understanding that allows me to innovate new fishing lures on an accelerated timeline. This lets me test prototypes, quickly refine them, and move into small-batch production.

For me, it’s not about pumping out volume; it’s about refining each lure until it performs exactly as intended and is durable enough to stand up to the harsh Northeast conditions where I fish.

More than anything, Bluff is about time spent on the water, learning from it, and putting those lessons back into my lures. Observation and the test of time are paramount. Everything I produce comes from a real fishing experience, a conversation with a fellow angler, or a moment in time. It’s an authentic process intended to create fishing tools over products.

Truly designed by anglers. Feared by fish.