A light emitting fishing lure comprising: a translucent lure head having a cylindrical lure cavity passing longitudinally through the translucent lure head, a charging terminal located within the cylindrical lure cavity, an enable terminal located within the cylindrical lure cavity and electrically isolated from the charging terminal, a ground terminal located within the cylindrical lure cavity and electrically isolated from the charging terminal and from the enable terminal, an energy source, a control circuit board, a light emitting circuit board, and a convex lens formed by the outside surface of the translucent lure head; a leader secured to a fishing line and extending through the charging terminal, the enable terminal, and the ground terminal, in the cylindrical lure cavity and connecting to a fish hook; a lure skirt attached to the translucent lure head.