FishingRomantis

DENVER, CO--(Marketwire - September 17, 2007) - Fly Fishing Retailer Expo -When Amy Halm graduated from college, she had high hopes for a lucrative career in advertising. She never dreamed she would end up selling bait for a living.

But this bait won't catch your dinner. ChickBait® is bait for chicks -- earrings and bracelets made from real fishing gear, according to Halm, whose official title is Chief Executive Chick. As she looks back on the first year of business, Halm is reminded of some advice she once got from her boss about success. He said, "Find a need and fill it."

So Halm went to work. She learned that fishing is the largest participant sport in America, with over 80 million Americans "goin' fishin'" in 2005. And, nearly 28 million of those "fishermen" were actually women. Industry experts claim that women represent the fastest growing segment in the fishing market. Yet the industry seems to overlook that fact in its merchandising.

"We launched ChickBait at the 2006 Fly Fishing Retailer Expo in Denver," says Halm. "Our booth was busy all the time. People were fascinated by our products -- jewelry made from actual fishing gear. The sparkles, feathers and fur are just natural attention-getters," she said.

Halm got the idea for the business one morning on a 4:00 a.m. conference call in a previous job. "The demanding hours, travel and pressure made me want a simpler lifestyle. So I thought of opening a bait shop," Halm said. "But I knew from my advertising background, I would have to differentiate the product."

Now Halm thinks she's differentiated bait "about as far as it can go." Just one year into the business, sales on the Internet site are steadily growing and outfitters from New York City to Arizona have signed up to carry the ChickBait line. ChickBait is packaged by handicapped people, who enjoy working with the colorful jewelry. And, with retail prices between $15 and $20, they make a great impulse buy, Halm said. "It's not Tiffany's," she admits. "It's just for fun."

Halm has visions of the brand becoming a household name, and this week at the 2007 Fly Fishing Retailer Expo, the company is rolling out new ChickBait apparel, including items for babies and toddlers. "Everybody loves ChickBait. It's just a fun word to have on the front of your shirt!" says Halm. Halm, who grew up fishing with her dad, says she doesn't miss the glamour of the executive life on the road. "My customers are down-home people who love the outdoors," she said. "That's enough for me now."

About ChickBait

ChickBait® (www.chickbait.com) was launched in August 2006 at the Fly Fishing Retailer Expo in Denver. ChickBait products include earrings and bracelets made from fishing flies and fishing gear. ChickBait's line of logo wear includes T-shirts, tank tops, shooter shirts, fleece hoodies, caps, baby and toddler wear. ChickBait is privately owned and is headquartered in Phoenix, Arizona.