anything that attracts, entices, or allures.

the power of attracting or enticing.

a decoy; live or esp. artificial bait used in fishing or trapping.

Falconry . a feathered decoy for attracting a hawk, swung at the end of a long line and sometimes baited with raw meat.

a flap or tassel dangling from the dorsal fin of pediculate fishes, as the angler, that attracts prey to the mouth region.

to attract, entice, or tempt; allure.

to draw or recall (esp. a falcon), as by a lure or decoy. ?

in lure

Heraldry . noting a pair of wings joined with the tips downward ( opposed to a vol ).

noun

allurer , charmer , enticer , inveigler , tempter