Abstract: A holder adapted for removable insertion within a pocket for holding a number of artificial fishing lures and accessories in a secure yet readily accessible location. The holder includes: a rectangular front panel of nominal thickness having layer of foam-like material connected thereto for providing a surface upon which fishing lures may be affixed; and a rear panel comprising a double wall, transparent member having an opening to allow for removable placement of sheet material therein, such as a fishing license, instructional material, advertising, etc. The lower edge of the rear panel includes a gripping structure for securing the device inserted within a shirt pocket.