Abstract: A fishing lure holder includes an L-shaped frame carrying magnets spaced-apart for releasably magnetically retaining the hooks of the lures. The magnetic field of the magnets extends through the frame, such that the apparatus self-attaches to any magnetically-responsive material, such as the side wall of a boat, a floor or a compartment lid's underside. Advantageously, the holders can be removed, adjusted, and repositioned repeatedly to virtually any orientation or spacing. This allows placement to provide a correct spacing that will allow multiple treble hooks on a lure to be secured by the exposed magnets. A post prevents lateral slip-off of a single hook from individual magnets, thus adding additional safety and security to the system. A tackle box includes slots that can releasably receive the base plate with magnetic lure holders thereon, or receive the holders directly.