LAFAYETTE — What started out as a way to support a fly fishing habit has extrapolated into 17 years of solid business. Located in The Shoppes at Lafayette, White Water Flies outfits fly fishers with everything they need to hit the water. The brain child of Greg Becker, he said, simply, “I have always been into fly fishing and decided to start an online business to support my fly fishing and fly tying passion. I used to be in the Pharmaceutical industry and was tired of the 'revolving door' with these big companies, so, I began a wholesale account with one of my first vendors.”Becker started the business with a website, and ran that for about 13 years while his kids were young. He then made the decision to open a brick an mortar store in the Ideal Farms complex which he ran for five years. Things were going well, and more space was needed, so with the coming of the new Shoppes at Lafayette, he moved into larger quarters in March of 2018. “I had heard about the new ownership there and am very happy with the direction they are going in,” he said. Over the years, Becker said his biggest challenges have been — and continue to be — figuring out what people want to buy, and what to inventory. “The most satisfying thing about the business for me is when I get it right,” he said. “I love seeing happy, content customers. I also like seeing where I am now, since I started, I am proud to have created a business that can sustain life for me and my family.”The name just popped into his head in the beginning and stuck. Now, it's well know by fishermen and women throughout the area who come in for flies, rod, reel, waders, wading boots, and net. “They also come in with the desire to enjoy the outdoors,” Becker said. “That is really one of the parts I enjoy the most, being outside, and enjoying the environment we fish in.”White Water Flies prides itself on “personally helping the customer, and giving them the feeling that they matter and are an important part of our business,” Becker said. They carry everything for the for fly fisherman, and have the knowledge to show people how to use it. In addition to being a fly shop, White Water also carries a good selection of outdoor/hiking products as well, as some great outdoor and every day clothing for men and women. “Yes, we have everything for the fly fisher, but we also have a great selection of gear, including little stoves, water filtration, light camping gear, trail maps, and some higher end clothes from Orvis and Marmott,” he added. White Water Flies sees customers from all over including New York City, upstate New York and Pennsylvania. With all of the lakes and streams in the county, it's become a go-to destination. “People are willing to travel for the service they get here,” Becker said. “Our clients are generally people who enjoy fly fishing and being in the outdoors.”Whitewater Flies is located within the Shoppes at Lafayette at 75 Route 15 in Lafayette. E-mail email@example.com or call 201-230-5455 for further information. The business' web site is:www.whitewaterflies.com and you can also find White Water Flies on Facebook.