Shirley Graff Fishman, 67, retired manager of a family-owned optical company who was active in Jewish and service organizations, died of cancer Wednesday at George Washington University. She was a resident of Washington.

Mrs. Fishman helped manage the Kinsman Optical Co., a family-owned business in Washington, for about 25 years before retiring in the mid-1970s.

She was a member of the Metropolitan Washington Board of Trade and the National Press Club, as well as the sisterhood of the Washington Hebrew Congregation, the National Council of Jewish Women, and the Jewish Social Service Agency. She was a longtime member of Woodmont Country Club.

Mrs. Fishman was born in Newport News and came to Washington at an early age. She was a graduate of the old Central High School and George Washington University.

Her first husband, Daniel R. Cole, died in 1951. Her second husband, Leon Katz, died in 1962. Mrs. Fishman's third husband, George H. Fishman, died in 1978.

Mrs. Fishman's survivors include two sons, Daniel Randolph Cole Jr. of Bethesda and William Graff Cole of Chevy Chase, and three grandchildren.

The family suggests that expressions of sympathy be in the form of contributions to the American Cancer Sociey.