Unless otherwise definied (<tfoot>, <thead>), browsers put <tr> implicitly in a <tbody>.
You need to put a > tbody in between > table and > tr:
$("div.custList > table > tbody > tr")
Alternatively, you can also be less strict in selecting the rows (the > denotes the immediate child):
$("div.custList table tr")
That said, you can get the immediate <td> children there by $(this).children('td').