lure (n.) Look up lure at
early 14c., "something which allures or entices, an attraction" (a figurative use), also "bait for recalling hawks," from Anglo-French lure, Old French loirre "device used to recall hawks, lure," from Frankish *loþr or some other Germanic source, from Proto-Germanic *lothran "to call" (cognates: Middle High German luoder, Middle Low German loder "lure, bait," German Luder "lure, deceit, bait;" also Old English laþian "to call, invite," German laden).

Originally a bunch of feathers on a long cord, from which the hawk is fed during its training. Used of means of alluring other animals (especially fish) from c. 1700. Technically, bait is something the animal can eat; lure is a more general term. Also in 15c. a collective word for a group of young women.
lure (v.) Look up lure at
late 14c., of hawks, also of persons, from lure (n.). Related: Lured; luring.