Abstract: An artificial insert-type fishing lure has an elongated and narrow lower body base that is attached to a fishing line at one end and has fish hooks attached thereto. A clear pivoting member is pivotally attached to the upper side of the base at its forward end so that it pivots and swings upward from the lower body base. The pivoting member defines within itself a cavity within which a removable lure insert is placed. The pivoting member can be made in various different sizes and shapes and is itself interchangeable on the base. When the pivoting member is swung upward, a removable insert of varying colors and appearances and of corresponding shape can be placed within the cavity of the pivoting member, and the upper body is then pivoted downward and snap-fit to the lower body base. The removable insert is thus held within the cavity of the pivoting member.