Our Story
Food is the foundation of true happiness, and at LURE Raw Bar we build that joy one pristine oyster at a time. We imagine each service as an elegant seaside fête in the heart of Nob Hill: you are our invited guest, and we are your devoted hosts. From the first shimmer of Champagne in your glass to the last briny slurp, our sole purpose is to make every facet of your experience a little better than the moment before.
That promise lives inside our four Brand Pillars:
1.Ocean Integrity – 100 % traceable, low-impact fisheries and aquaculture protect the tides we cherish.
2.Refined Adventure – Discovery fuels delight, whether it’s a rare Olympia or a desert-meets-sea cocktail.
3.Metropolitan Hospitality – Service as polished and anticipatory as any great coastal capital.
4.Local Resonance – New Mexico ingredients, artisans, and energy anchor our ocean escape.
Together, these pillars shape a party worth attending nightly—a place where responsible sourcing meets elevated indulgence, where guests leave lighter in spirit and richer in memory. Welcome to LURE: Pure Ocean. Elevated.
Tide-Trusted
At LURE, we celebrate the world’s finest tides while safeguarding their future.
Every oyster shucked, every glass poured, and every conversation across our ZINC bar is guided by a single purpose: to deliver a transporting ocean experience that honors the people, waterways, and ecosystems that make it possible.
Far from the shoreline, Albuquerque’s high-desert spirit meets the world’s cleanest tides at LURE. By partnering only with certified sustainable fisheries and aquaculture programs, we trace every oyster and fillet from ocean current to Nob Hill counter. The result: coastal indulgence that leaves a lighter wake. When you dine with us, you’re not just tasting the sea—you’re helping prove that even 5,000 feet above it, the Duke City can champion healthier waters for every future tide.
Experience
Simple and balanced. Chef Seth Beecher channels the best of both coasts—and a few unexpected ports in-between—into a raw-bar experience Albuquerque has never tasted. His focus is simple: absolute freshness and constant discovery. From Pacific Blue Pools to Atlantic Pink Lady’s to rare Olympia’s making their Duke City debut, Seth’s selections introduce new tides of flavor while honoring each oyster’s unique origin. The result is clean, balanced cuisine that lets the sea speak for itself, even 5,000 feet above it.