In 1928, Bonfoey's hired George Moore (pictured above with wife Winifred) as a sales person and later tailored him to become Asher's successor. Moore worked in every facet of the business and became the owner of Bonfoey's in 1939. He brought changes to the company including expanding into the sale of artwork in the early 1950s. George Moore continued to maintain the policy of hiring quality craftsmen and investing in the best framing materials.