ABOUT BONE Fishing World (Pte Ltd)

Based in Singapore, BONE Fishing World (Pte Ltd) is led by Brand Director and Chief Designer Bone Lim, a passionate and dedicated angler who is committed to setting new standards in the fishing gear market. Bone’s innovative approach combines real-world adventure and travel with a focus on practical functionality in every BONE product. Our commitment to excellence is evident in our rigorous product development process, with each product undergoing extensive field testing and meticulous refinement by Bone and a global team of elite professional anglers, ensuring unparalleled performance and reliability. This ensures that our gear performs exceptionally and is reliable in the most demanding conditions. Our rigorous quality control procedures guarantee consistent excellence and an unparalleled experience for our users.

Since our official launch in late 2016, BONE Fishing World has developed a comprehensive collection of fishing gear designed to excel in diverse fishing styles, terrains, and target species. Guided by our unwavering commitment to quality, the BONE brand is dedicated to crafting the finest fishing equipment using the most advanced technology—a mission that continues to propel our company forward.
TOUGHFIA, a sub-brand of BONE Fishing World, showcases the innovative design prowess of Bone Lim. Each TOUGHFIA lure is thoughtfully crafted and ingeniously engineered to mirror specific fish species. With careful attention to every detail, from naming to design, these lures are tested rigorously and refined precisely to deliver exceptional performance across a wide range of lure fishing scenarios.

Meet Bone Lim, the founder and creator at BONE Fishing World. Bone’s journey began in his early childhood, spending countless hours honing his skills and developing an innate understanding of the sport. This passion culminated in the launch of BONE Fishing World in late 2016, a brand committed to providing anglers with exceptional fishing gear – all born from his deep-rooted love for fishing. Today, this profound experience drives his passion to design and create rods and lures that are built to withstand the most demanding conditions. Bone's design philosophy is directly inspired by his extensive travels around the world, testing his creations against countless species in diverse environments. His journey exemplifies the essence of BONE Fishing World: passion, skill, and relentless innovation.