A modular fishing lure assembly is capable of hand-assembly and disassembly in the field and includes multiple, interchangeable body and head components, and connector plugs. The connector plugs are releasably, and by hand, connectable to both a body and head component to allow creation of a variety of fishing lures, hand-assembled in the field. A multiple of nose components for controlling the action of the lure in the water and adapted for releasable connection by hand to the head components are provided. Stowage plugs, interchangeable with the connector plugs, allow connection of the still-attached head to the rod.
