Abstract: Fishing lure storage apparatus is disclosed having an elongated base section, a plurality of separate cover sections disposed over one side of the base section, the cover sections being arranged adjacent to and overlapping each other along substantially the full length of the base section with the exception of an exposed portion at one end of the base section. Each cover section is secured to the base section along a transverse line dividing each cover section into a pocket portion and an overlapping restraining portion with the pocket portion being of substantially larger size than the restraining portion. A first releasable fastener is disposed on the exposed end portion of the base section for joining a cooperating second releasable fastener disposed on the opposite side from the first releasable fastener. A mounting mechanism is disposed on the same side as the second releasable fastener.