An apparatus for fishing-hook retention and storage is disclosed. The apparatus may comprise a planar sheet of silicone rubber. A plurality of retention sites may be formed in the planar sheet. The plurality of retention sites may be arranged in a plurality of rows. Each row of the plurality of rows may include two or more retention sites. Each retention may include a slit formed in the planar sheet and provide a location for securing an artificial fly, fishing lure, or the like.