_"The Russelure is a west coast institution. Invented by J.K. Russell in California in 1947 as a kind of metal equivalent of the Helin Flatfish, it soon became a best selling lure that was made in a huge number of sizes and colors, from the tiny fly rod size like the ones you have to the large saltwater versions (with interchangeable colored jackets) popular with surf casters. The company was sold in the 1950s to the Barth family, and then again in 2009 to the Felts. It's still available today, unchanged since it was first introduced, and still catching fish. Early Russelures brings around $10 each in the box, and a complete set of early fly rod versions in the box could bring as much as $75. To see a 1949 ad for the Russelure, click here.