The Anchor & Lure Story

“Settle on the type of person you want to be and stick to it, whether alone or in company.”
— Epicurus

Skincare Products as legendary as the man who inspired them

The FORTESCUE series of natural, multi-functional balms is influenced by the spirit and approach to life of James Arthur Phifer, Sr., "an inspiration of a man" who endeavored to have it all. Each product embodies his unique character and minimalist ideals.

A war veteran with service in both Korea and Vietnam, James Phifer, possessed a wealth of experiences and friendships. He was a man of few words yet deeply loyal and loving to those he cared about. Above all else, however, his heart belonged to fishing.

When tragedy struck, and Marcia Phifer, his wife of 54 years, passed away suddenly, James embarked on a solitary journey to Fortescue, a serene town nestled along the marshy shores of the Delaware Bay. It was there, in pursuit of a life fully lived, that he crafted for himself an angler's paradise, which ultimately became his final home.

Anchor & Lure builds products imbued with the love, craftsmanship and effort that James Phifer brought to Fortescue, Delaware. Our products are unscented and distinctly built for discerning men who demand it all: purpose, self-expression, adventure, luxury and practicality.

“If you shape your life according to nature, you will never be poor; if according to people’s opinions, you will never be rich.”
— Epicurus

FAQ

  • The short answer? Maximum versatility. By focusing exclusively on formulation and feel, we put you in the driver’s seat regarding scent and use. Life demands intentional action. Be intentional about your scent, as well as where and how you use FORTESCUE — you’ll be better for it.

  • The Stoics were a group of ancient Western philosophers that taught a philosophy emphasizing personal virtue, rationality, and self-control as the keys to living a happy and fulfilling life. At Anchor & Lure we agree with the Stoics and also believe that fostering a strong community aids in the pursuit of a fulfilling life. We see postcards as an intentional tool for self-expression (much like FORTESCUE) and encourage you to write to your friends and family — wherever in the world this life takes you.

  • At Anchor & Lure, we are dedicated to your growth and ultimate satisfaction. Please reach out to us at hello@anchorandlure.com for any questions, comments, praise or concerns regarding your purchase.