His name reached its greatest reputation in the years since his death under the leadership of his sons, first with an emphasis on the use of innovative materials and later for more conservative designs.
In the 1930s, Jourdan was the first shoe designer to place advertisements in the high-end fashion magazines, which helped to identify his name as an haute couture house.
In 1947 his three sons Rene, Charles and Roland joined the company, and in 1950 they expanded beyond France and began selling designer shoes in the United Kingdom.
During this decade Roland Jourdan began to lead the company's designs, taking the basic pump, lengthening the toe and adding simple buckles to increase both its delicacy and its tailored image.
The flagship store for the Romans-based manufacturer was moved to the Champs-Élysées in Paris in 1999, but it remained open for less than two years due to financial troubles caused by a switch in emphasis from design to retailing.
In mid-2002 the company filed for bankruptcy with over $9 million in debt and was reorganized as the Jourdan family sold its stake to a Luxembourg investment fund, Lux Diversity.