New Spinnerbait - Hot
Inside the Outdoors, March 5, 2010

It’s always great to introduce a new product, especially if there are facts to back it up that it works. But what makes it extra special is to know that a newly designed fishing lure has been created by someone “right down the road,” is a real bonus.

What I’m referring to is the “Death Shimmer (™),” designed by Rich Lau from Dormont.

When I first met Rich, he told me his invention was on the market for three days and was selling like hot cakes. And indeed I stood witness to that fact.

I met the entrepreneur at the 25the Anniversary Allegheny Sport, Travel and Outdoor Show recently. A friend and I were just finishing up our rounds of seeing the sights at the Monroeville Convention Center when I noticed a lot of commotion and people standing in line digging into their wallet and handing over greenbacks to the fellows on the other side of a table. Needless to say, I was drawn to that booth just to see what was going on.

When I got close enough, I heard co-owner of Law Lure Company, James Williamson, telling one onlooker about this new product.

Able to inch my way closer, I heard two words that wanted me to further investigate what I was hearing – “extreme vibration,” and “shimmering effect.” Those are two phrases that will stimulate anglers just as caffeine lovers must have their coffee.

Looking at several displayed on a corkboard, I could see this wasn’t just any regular spinner bait. The wire that suspended above the lure had a series of bends leading to the blade. In all the years of my fishing, I had never seen anything like this before. Both gents, in explaining their lures to others, had now captured my interest – without a shadow of a doubt.

Inching my way over to Rich, this is how he explained his lure was better than even the more expensive renditions of this type product on the market today.

“This lure causes increases water resistance due to a series of offsets loading the upper arm. Why? Because it will cause this upper arm to vibrate unlike any other spinnerbait on the market today,” he began. “Normally,” he told me, “they are going to have a stream vibration, but it causes what I call the shimmering effect. No other hard wire spinnerbait today can match the action of the patent pending Death Shimmer ™,” he explained.

Comparatively speaking, he expounded on the facts that the majority of the spinnerbait manufacturers put expensive swivels on them, fancy blades, paint jobs and packaging, and the consumer pays for all that. “Guess what?” he stated. “Now we have what is the best product on the market today at a affordable price that will produce more fish than ever before. Nothing else can match the action.”

Lau then made it clear that “Each spinnerbait is hand-poured and painted by me.”

I asked him whether he had field-tested his product. He told me he and a friend had done so at the Canonsburg Lake. The story went like this.

“I was told that very day by another buddy of mine that he had fished spinnerbaits there that week and that he couldn’t get one bite on this lure selection, and fishing this type of device was dead on that lake. Then I took a friend with me to go test the Death Shimmer ™. Within 45 minutes, I had caught three bass and my friend, two, including his second largest bass caught on a spinnerbait. The lure wasn’t even painted,” he exclaimed.

To make his lure even more enticing, he created the patented Scare Crow Series which attaches in front of the lead head and skirt of the Death Shimmer (™). This headgear stands upright in the water until the angler begins to reel in the line, allowing the product to bend downward over the hook simulating a crawfish. In so doing, it creates a full range of motion as the lure is reeled through the water. The product attaches to the heads of both jigs and spinnerbaits. It comes in six different shapes and colors.

Since the Death Shimmer (™) is brand new and only starting to hit the stores, the best thing to do for now is to contact Williamson at 412-928-8553 for prices and ordering instructions or log onto their website –  If you are any kind of a serious bass fisherman, you have to include these lures in your tackle box. I give this product a five gold-star rating!

Hope to see you at the Forbes Trail Chapter of Trout Unlimited’s 37th Annual Banquet and Raffle tomorrow evening. Doors open at 5:30 p.m. at the American Legion, Latrobe.

- Paul J. Volkmann
You can contact me by email