Abstract: An improved reflective fishing lure incorporating a plurality of ultra-reflective beads. The reflective beads are between 12-325 US Mesh, 45-1700 Microns, have a roundness greater than or equal to seventy percent, have a refractive index greater than or equal to one and fifty one one hundredths (1.51), and have a specific gravity of approximately two and five tenths (2.5). The lure itself may be transparent, semi-transparent, or substantially opaque. The reflective beads are dispersed through a transparent of semi-transparent lure member; or are dispersed over the outer surface of a substantially opaque lure member.