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Pauly-Wally Tackle Co. churns out spinners, jigs and rigs that catch fish on Northland lakes. 5:00 am, Jun. 26, 2021 ×
Paul Ashley, owner and sole employee of Pauly-Wally Tackle Co., poses with his inventory in a bedroom closet at his home in Superior on June 11, 2021. Ashley has been making and selling his lures for over 20 years. (Samantha Erkkila / serkkila@duluthnews.com)
By day, Paul Ashley is a mild-mannered pizza delivery man, trucking wholesale frozen pizzas to taverns and restaurants across the Northland.
By night, or weekends, or whenever he s not fishing or hunting, especially if it’s raining or windy outside, Ashley can be found alone in his bedroom working feverishly under his alias: Pauly Wally.