---
title: "About"
url: "https://www.heluva.fish/about"
site: "Heluva"
---

# About

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Our Story

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Dean first learned to love fly fishing on the Neversink River in New York, where the water moved cold and clear through quiet stretches of woods and stone. What drew him in wasn’t just the fishing itself, but everything that came with it; the silence of the river in the early morning, the concentration required to read the water, and the constant awareness that comes from standing alone in nature. Every cast demanded patience and attention. Every drift forced him to slow down and be fully present. Long before this store existed, those days on the Neversink shaped the way Dean viewed fly fishing: not as a sport driven by gear or trends, but as a way to disconnect from noise, focus on the moment, and reconnect with the outdoors.

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Today, that same passion has evolved into something bigger — the creation of a fly fishing shop built around the values Dean has carried with him since those days on the Neversink. What started as a personal connection to the water has grown into a commitment to providing dependable flies, quality gear, and an honest experience for fellow anglers who understand what makes fly fishing special. This shop isn’t about chasing trends or filling shelves with unnecessary products. It’s about offering equipment that earns its place on the river, sharing the knowledge that comes from time on the water, and building a brand rooted in authenticity, respect for the outdoors, and the quiet mindset that first drew Dean into fly fishing years ago.

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Dean & his wife Jennifer are passionate about outdoor sports and are ready to help you find the perfect setup, and may even throw in some advice on where to find the best hatches in the area! Give us a call at 800-936-3280 or come see us in Lake Wylie, SC.

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Our Core Values

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These principles guide everything we do, from product selection to customer service.

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America First

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We prioritize US-made goods and US companies whenever possible.

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Quality Products

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Quality first! Even budget items need to be reliable.  If you buy the best you only cry once!

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Expert Knowledge

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We can't use them all but we try! Our knowledge is based on personal use and lots of research.

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Community Focus

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We give back and are part of the community.

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Our Journey

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Two decades of growth, innovation, and commitment to the firearms community.

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2017

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Founded

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We started as Helacious, a Pocket knife retail company.  Our "store" was a single rented office and a website.

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2018

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Expansion

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We opened our first store in York, SC. The building was 9' wide and 50' long, and the counters came with it - because the doors were too narrow to get them out! We expanded into firearms and suppressors, and Jen started tying custom knife lanyards.

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2020

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Relocated to Lake Wylie

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A new, bigger building in Lake Wylie - right across the parking lot from that first little office space.  We started offering CWP classes and onboarded more vendors. Our first employee joined us too!

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2026

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Fishing!

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The years have been good as we continue to grow.  We are now happy to offer fishing gear, and are building a premium fly shop. We now have 2 employees and continue to offer the great products and services you've come to expect!

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Visit Us Today

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Experience the Helacious difference. Our knowledgeable staff is ready to help you find exactly what you need.

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