White Star Line

The Ismay Family

White Star Line

Joseph Bruce Ismay: succeeded his father as chairman of the 'White Star line'

The man and his background

Joseph Bruce Ismay was born in Liverpool on 12 December 1862, the son of Thomas Henry Ismay and Margaret (nee. Bruce). He spent much of his childhood there until he went to school in New Brighton, then onto Elstree, North London, and from there, onto Harrow. Joseph had taken after his mother and was a shy and sensitive boy consequently he was not happy during his school days. He began to put up a defensive façade of brusqueness to avoid appearing over-sensitive. This manner often caused people to dislike him, until they got to know him well. He was devoted to his parents, but his father found him difficult. He was quick to learn and when asked his opinion would state it quickly and forthrightly; Thomas Henry liked to consider a problem from all angles before reaching a decision, and so resented the quick thinking of his son.

When Joseph Bruce was sixteen he left Harrow and was sent to a tutor at Dinard in France. It was there that he learned to play tennis really well and he enjoyed it for many years to come. On September 13, 1880 he entered the firm of Ismay, Imrie and Company to serve his apprenticeship.

During his school days Joseph had occasionally accompanied his father to the office; on these occasions he would hang his overcoat and hat with his fathers in the office. When he reported for his first day’s work he did this as usual, but after he had received his instructions and left the room; Thomas Henry Ismay rang the bell for one of the clerks and said to him “Please inform the new office boy that he is not to leave his hat and coat lying about in my office”. This snub in front of his father’s staff humiliated the boy so much that he rarely wore an overcoat again.

This is just one example of the lack of understanding with which T.H. Ismay treated his eldest son, and the sense of inferiority he implanted in him.

Bruce Ismay became unofficially engaged to Miss Florence Schieffelin in1887. When he had first arrived in America disquieting reports were received at home about his behavior there. He had escaped from his father's strict discipline that had restricted his home life at Dawpool. Along with other men of his own age he painted New York very red indeed. One of these young men was Harold Sanderson who later became head of the White Star Line. Bruce’s parents were very worried about his social behavior and wondered what they could do about it, when suddenly Bruce met Florence Schieffelin and from that day his whole life changed, he gave up his former life and his only thoughts were for her. Florence was the eldest daughter of Mr. & Mrs. George Scfieffelin, they were one of the most respected families in New York society. She was an enchanting and beautiful girl and Bruce was besotted by her. Florence was known as the “Belle of New York”. The first time they met she was not impressed with him. After this meeting he watched every afternoon from the window of a house on Fifth Avenue where he was living, waiting for her to drive past.

They met on several occasions and on Thanksgiving Day they were both invited to a party at the Tuxedo Club, New Jersey. As soon as he arrived he managed to persuade her to take a walk by the lake. When they returned she agreed to marry him. Her father was not happy about the engagement. It was not because he deemed Bruce to be unsuitable for his daughter, but he was devoted to her and thought that she would be taken to live in England, he also was of the opinion that she was too young. He insisted that they wait a while until they were sure of themselves. Bruce had received a letter of similar content from his parents who were in India at the time so they agreed to wait one year.

By April the following year Mr. Schieffelin had realized that the couple were very much in love and they were determined to marry. He finally agreed to the announcement of their engagement but with one condition, Bruce must promise that they would always live in America. Bruce happily agreed to this. The engagement was announced on April 7^th 1888. They were married at the Church of the Heavenly Rest on December 4^th 1888.

In July 1890 Bruce Ismay and his family returned to England for a visit. During their stay Thomas Henry proposed to Bruce that he and his brother should be made partners in the firm ‘ Ismay, Imrie & Co. He also told Bruce that if he wished to follow him as head or the firm, he must return to live permanently in England, otherwise his brother James would assume control. This put Bruce in a difficult position because he and Florence were very happy in New York, and he liked his position as White Star agent. He had also given a promise to his father-in-law that they would always live in America. At first he decided to remain in the States, much to his fathers displeasure. On their return to New York in September 1890 he discussed the matter with his wife and his father-in-law. Mr. Schieffelin advised his daughter that they should agree to let Bruce withdraw his promise as he felt that Bruce was an ambitious man and would one day resent his brother being head of the firm and may even hold it against the Schieffelin family. They finally returned to England one year later to find a permanent home.

Bruce did eventually succeed his father as chairman of the White Star Line. His personal demise began with the sinking of the White Star Liner Titanic on her maiden voyage which Bruce was onboard in his capacity as managing director. Many people think that the sinking of the Titanic destroyed his control of the White Star Line, but the truth was that his retirement had been arranged two months prior to the launch of the Titanic.

Many were of the opinion that Bruce should have stayed onboard the ship when she sank, thus adding one more life to the total of those lost. Bruce decided to board a lifeboat thus leaving himself open to the slanders of the American press. He was instantly branded a coward and many stories were told. In fact the reverse was true. Bruce helped with the lowering of several lifeboats and saved many lives including the life of a young boy who had become separated from his parents.

Although Bruce remained in control of the White Star Line for a while after the sinking of the Titanic, his life was never the same. He died, a ruined man.

HOME | ORIGINS