.Baby Face

BABYFACE is a Japanese brand that carries on the tradition of handmade lure craft. The brand is defined by meticulously hand-applied finishes and original actions shaped through countless hours of real-world fishing. Combining artisanal beauty with proven on-water performance in ways mass production cannot replicate, BABYFACE has earned strong respect among dedicated handmade lure enthusiasts.

At NUSHI, we carry BABYFACE's product lineup — delivering the craft of Japanese artisanal lure-making to core anglers worldwide.