PJ?s Bass Jigs Bag Big Bucks

Despite having a product that’s sold in more than 50 stores in 12 states and Canada, Pam and Jim Hall haven’t profited a dime from their Fayetteville-based company.
All the money generated by PJ’s Finesse Baits, which will approach $80,000 in sales this year and is projected for about $100,000 in sales in 2007, goes right back into the company’s expansion.
The lures can be found at Southtown Sporting Goods in Fayetteville, Hook Line & Sinker in Bentonville, and Hawg Country Bait & Tackle and Sportsmen’s Warehouse, both in Rogers. PJ’s is classified as a “local vendor” by Wal-Mart Stores Inc., meaning lures are sold only in certain stores where there’s higher demand near fishing hot spots.
Early next year, the couple will begin marketing their products for the firsttime with a full-color catalogue and direct mail flyers to retailers while upgrading their Web site.
“Next year, we hopefully will break even or make a small profit,” said Pam Hall, a former nurse whose idea spawned the business.
Through word of mouth only, the company has steadily grown since it began in 1998. The products are popular among professional fishermen, who use PJ’s “football” bass jigs. They also manufacture trout jigs, striper jigs, flies and a line of painted lead heads that match up perfectly with popular brands of soft plastic baits.
The company began with Pam Hall’s maribou trout jigs, which she learned how to hand-make from Jerry Dudley. But it’s been the bass jigs that have earned the most attention and been mentioned on television programs on ESPN and the Outdoor Life Network (now the Versus network) and in fishing-related magazines.
“[The bass jig] has probably made $350,000 or more for pros this year,” said Frank Divis, a co-angler from Elkins who fishes on Wal-Mart’s FLW Tour, FLW Series, Stren Series and Bass Fishing League. “It won three FLWs this year and has been in the money in several more tourneys.”
While the bass jigs all are made in Harrison by the Hall’s son-in-law, Brandon Lee, it’s where some of the flies and trout jigs are made that’s truly intriguing.
The Halls teamed up about two years ago with the mission-group Mercy International to subcontract the manufacturing of some of the lures in one of the most depressed areas of Honduras.
“We haven’t had huge losses, but we have had losses [financially],” said Jim Hall, a semi-retired corporate attorney and full-time pastor in Fayetteville. “This has turned into more of a labor of love to help a third-world community’s development. That’s why we are doing this.
“We would not be doing this otherwise except for maybe on a much smaller basis … I promise you.”
PJ’s is one of several local fishing lure companies who supply retailers. Others include War Eagle Custom Lures in Rogers, and Arkielures Inc. and Bobco Inc., both in Springdale.
Tale of the Trout
PJ’s Finesse Baits operates out of a warehouse in Fayetteville, but products also are stored at the Halls’ home and Lee’s home in Harrison.
The jigs are considered high-end since they’re a little pricey compared to competitors’ jigs. Trout jigs can range from 79 cents to 99 cents while the popular bass jigs retail for between $2.50 and $3.50.
Divis is sponsored by PJ’s, Yama Outboards, War Eagle Bait Co. in Rogers and Bassmedics, which makes rods and a live well additive that helps save fish and is used by every major tournament. He works at Southtown Sporting Goods when he’s not on tour.
“They sell great,” Divis said. “Their trout jigs have always been great sellers for us, they are just something else man, but the bass jigs are really picking up. We carry about three different kinds, and it’s the No. 1 seller.”
While interest locally has been high since the company began, Divis said a large number of customers, who work for one of the major companies in the area such as Wal-Mart, J.B. Hunt Transport Services Inc. or Tyson Foods Foods Inc., come in from out-of-state and seem particularly attracted to PJ’s Finesse Baits.
Jim Hall said he didn’t expect the success to be what it has been on the bass jigs, which would be tied in Honduras, but because of their weight the cost of shipping is not as feasible as the lighter trout jigs and flies.
All of the jigs are outfitted with double-coated paint and most feature the ultra sharp Gamakatsu-brand of hooks.
Another key component is the fact that the trout jigs are made using bismuth instead of lead-based heads, which is more environmentally friendly since waterfowl tend to get the lead stuck in their gizzards. The bismuth is more expensive, but well worth it, the Halls said.
The Halls are partners with Gabe and Robin White and also have several smaller investors who help provide the capital needed. Other financing for the company’s operations comes from local lenders such Arvest Bank, which “has been good” to the Halls.
“It’s been a huge learning curve,” Jim Hall said. “Especially on the bass stuff as far as packaging and colors and things like that. We’ve picked some great colors, and we’ve picked some really bad colors.
“But we’re going to continue to make a go of it and it’s all working out very well now.”