New York 16-year-old making a name for himself in the lure-making business

Baldwinsville, N.Y. — Entrepreneurial spirit isn’t defined by age. At 16 years old, AJ Cardinale has a business acumen that many adults would envy. With his hand-painted Reel Cool Lures making sales in 25 states, the young angler is redefining what it means to fish for success.

AJ’s story began not in a boardroom but fishing on New York’s Oneida Lake when he was just 10 years old. Frustrated by the constant loss of store-bought lures, AJ, with the help of his family, decided to take matters into his own hands.

A lure biz is born

It all started one Saturday afternoon when AJ’s mom, Janna Connolly, was able to join her husband, Steve, and their kids, AJ and Sophia, for some fishing on Oneida Lake.

“We had a little competition to see who could catch the most fish,” recounts Janna of the Baldwinsville family’s trip. “That’s when I noticed that their little tackle boxes didn’t have much selection and I suggested that we find somewhere to buy more.”

“Mom, can we make them instead,” AJ replied. That’s where AJ’s journey began.

“I did a lot of research on it,” remembers AJ. “How to paint the lures, tie the hooks, tie the swivels on.” Next, Steve and Janna bought AJ his first airbrush and compressor. After watching dozens of videos on YouTube, AJ practiced painting on disposable plastic spoons. The plastic spoons allowed him to learn how to use the airbrush to paint curved surfaces, simulating the curves of fishing blades. He also learned how to tie a snell knot and a palomar knot.

Lure testing

Once AJ had completed his first few lures, the family headed out on the water to test them out. To their delight, they caught a bunch of fish on their first testing day.

“I cannot tell you how excited the kids were to catch fish on their own lures,” Janna said.

In what was meant to be a simple, feel-good post on Facebook, the proud mom shared what her kids had been up to that summer. The post was subsequently shared on some local fishing pages.

Next thing she knew, people were messaging Janna, wondering if the custom-crafted lures were available for purchase and wanting to know where they could get them. That was the humble beginnings of Reel Cool Lures.

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Today, the company’s product line includes worm harnesses, trolling spoons, walleye spoons, walleye teasers, and ice fishing lures. It even sells some specialty products, such as fishing lure-inspired jewelry and keychains, plus a new 3-D printed fishing line reel spooler.

Customers can purchase the lures at www.reelcoollures.com, on eBay, at select outdoor shows, as well as at a few local bait and tackle shops. AJ plans to expand his product line to include lures for bigger fish, like flashers and meat heads for salmon.

Thankfully for Janna, AJ has moved his production line out of his mom’s kitchen and into a dedicated room in the family’s house. He paints and assembles the lures in batches of 100 at a time, approximately.

First, the blades are primed. Then they are airbrushed, often requiring multiple coats of colored paints to achieve the desired design. Each blade or spoon is finished with a protective clear coat to minimize chipping, fading, and scratching – all part of Reel Cool Lures’ mission to maintain a high-quality product.

Made in the USA

All Reel Cool Lures are made with high-quality components. Not only are the lures painted and assembled in the USA, but the company uses American-made parts whenever possible.

The blades, the beads, and the swivels are all made in the USA. Everything but the hooks, simply because American-made hooks are largely unavailable. Despite this, Reel Cool Lures are priced competitively at a rate that is on par with larger manufacturers who mass-produce their lures, using stamps and stickers.

AJ’s first love remains fishing and being on the water. When asked how he balances school work with running a business, he laughed and said, “I don’t have time for any of it.”

He does the vast majority of his lure production in the winter months to free up valuable summer fishing time. His mom was quick to point out, however, that AJ is a phenomenal student, with a class average of 98.5. Next year he’ll be a senior at Baldwinsville Central School District. After graduation, he’s considering college engineering programs.

AJ manages his business with the same careful intent as he does his schoolwork. He keeps spreadsheets to track everything – inventory, sales, expenses, and revenue. AJ also manages the website and other aspects of online sales.

Fishing shows and tournaments have played a big part in marketing Reel Cool Lures. The family fishes Lake Ontario in their 25 foot Pro-Line Boat and is a member of the Finger Lakes Trollers Association and the Eastern Lake Ontario Salmon and Trout Association.

In addition to attending several smaller outdoor shows within the state, the family plans to attend the Greater Niagara Fishing Expo again in February, as well as the Ultimate Fishing Show in Novi, Michigan.