As he's just starting out, over £20 per lure would be a bit of a shock to the system (unless he's loaded). One of my mates recently asked me something similar, and i initially gave him a list of all the top expensive lures, but then i thought 'what a horrendously expensive and off-putting way to get into plugging'. So i gave him a cheaper set of recommendations for some less expensive lures . . . . he bought them, and hasnt blanked yet !!. As your mate is building his collection, he's better off having some less expensive lures (imho), and having a few to cover different scenarios. So, my advice for a starter would be . . . . .
Chug-Bug, 11cm, Blue Chrome, appx £7
Yo-Zuri Mag Popper, 105mm, Green Mackerel, appx £13
Maria Angel Kiss, 115mm, Mackerel, appx £9
Maria Chase BW, Holo Silver, appx £10
Daiwa Saltiga Minnow, Laser Sardine, appx £12
Dexter Wiggle Stick, appx £6
He'll be able to get that selection from Veals, and he'd be up & running for not too much money, and with all proven fish catchers. Then when he's hooked, he can go nuts like the rest of us, and set-up his wish-list of hundreds of quids worth of gear on Craggy Island !!!!!