Under the directorship of his son Charles "Oliver" Goldsmith, grandsons Andrew Oliver and Raymond, and great-granddaughter Claire Goldsmith, the brand became known worldwide for its innovative designs for glasses and sunglasses worn by celebrities such as Diana Dors, Michael Caine and Audrey Hepburn.

[1] His son Charles (1914-1991) joined him in 1930, and during the Second World War, the firm supplied spectacles to the armed forces whilst catering to civilians.

[1] As Oliver Goldsmith, he used press coverage and celebrity endorsements to publicise the company and their creative designs.

[2] Goldsmith's creative frames helped establish the idea of spectacles and eyewear as a fun fashion accessory, rather than simply a functional necessity.

[3] Audrey Hepburn notably wore the brand's 'Manhattan' sunglasses in Breakfast at Tiffany's, although at the time they were mistaken for Ray-Ban Wayfarers.