About Art of Fishing

Art of Fishing is a specialist lure fishing shop on the outskirts of Wadebridge, Cornwall. Owner Ben Field has spent over fifteen years in the shop, happily serving customers ranging from complete beginners to seasoned experts. You can read more about him here.

Online we mostly supply lure fishing tackle, but you'll find the shop keeps a small selection of accessories for other styles as well, including coarse fishing and general sea fishing. A lot of what we stock comes directly from Japan: brands like Tailwalk, Zenaq, Apia, Ecogear, Gosen and Hayabusa.

Art of Fishing has always done things a little differently — whether that's sourcing products that are different, new or unique, or simply the way we sell things. Anyone who's visited our shop in the town centre here in Wadebridge may have seen our sweety-jar display for our Pick & Mix selection of lures. That's still with us to this day, and the lovely thing is we can now share it online as well. Wanting to be different has always been what AOF is about.

From Ben:

“The thing I care most about is honest advice. Whether you have experience or not, buying fishing tackle can always be difficult — it's hard to have absolute certainty about what you're buying. I've always considered Art of Fishing, as much as a shop, to be a place to come for information. I try to understand fishing tackle, becoming almost overly analytical at times. But I've also learned how to explain sometimes complicated details in a very simple way. It means customers come to me for simple, easy, honest answers and advice. I feel a moral obligation to make sure that when people are spending their own money, they're spending it on something that's going to suit the task they need it for. I feel bad if I ever hear of a customer not enjoying, or disagreeing with, a theory or piece of advice we've shared. Using the correct tackle will help people catch more fish — and that's what I want for you and for all of our customers.”