Modules for use with a fish lure holder comprise a flexible backing sheet, with at least one flexible pocket-containing strip of transparent plastic sheeting, and a flexible transparent plastic protective cover sheet adapted for deployment over the pockets, both of the latter being attached to the backing sheet. The pockets are disposed adjacent to each other, and at right angles to the pocket-containing strip, and are formed by points of attachment of the strip to the backing sheet. Matable fastener components are located along both the top and the bottom of the holder, allowing modules to be connected together when additional pockets are needed, and the holder can be rolled into a cylindrical bundle and tied for storage with tie strips attached to the backing sheet.