Right off, Danny Goldberg's appearance suggests this is not your typical capitalist entrepreneur. The president and chief executive officer of the company is in old blue jeans, a pearl-snap button shirt, a beard reminiscent of a Smith Brothers Cough Drop box. He is toting a brief case.

"I guess it's just fate I wound up in the glasses business," Goldberg says. "Most people take a look at me and figure it should be candlemaking or herbal teas."