Abstract: A new and improved illuminated fishing lure apparatus includes a housing assembly which simulates a body of an organism. The housing assembly also includes two transparent portions that simulate two eyes of the organism. Two hook assemblies are attached to the housing assembly. One hook assembly is attached to the rear most portio of the housing assembly. The other hook assembly is attached to the bottom of the housing assembly. Contained within the housing assembly, a pair of illuminators is positioned adjacent to the transparent eye-simulating portions of the housing assembly. The illuminators serve as sources of illumination for the transparent eye-simulating portions of the housing assembly. An electronic flashing circuitry is also contained within the housing assembly and is connected to the simulated-eye illuminators. The electronic flashing circuitry drives the illuminators at a predetermined flashing rate. Preferably, the illuminators are LEDs.