Today William Hartley would be applauded for establishing a brand that made him immensely wealthy, yet his aim was not material success but to "serve the Lord every day to the best of my ability". His business practice reflected his faith, earning him an outstanding reputation for integrity, quality, and care for his customers & employees. Even during the horror years of the First World War he maintained the highest standards. A man of great compassion, he used his immense wealth to enrich the lives of others.