of her products. The "Day of Beauty" in the various salons became a great success. The purported portrait of Rubinstein in her advertising was of a middle-age mannequin with a Gentile appearance. In 1928, she sold the American business to Lehman Brothers for $7.3 million, ($127 million in 2022). After the onset of the Great Depression, she bought back the nearly worthless stock for less than $1 million and eventually increased the value of the company to $100 million, establishing salons and outlets in almost a dozen US cities. This saga, and Rubinstein's early business career, has been the subject of a recent Harvard Business School case. Her subsequent spa at 715 Fifth Avenue included a restaurant, a gymnasium and rugs by painter Joan Miró. She commissioned artist Salvador Dalí to design a powder compact as well a portrait of herself. Divorce and remarriage After her divorce, in 1938 Helena readily married Prince Artchil Gourielli-Tchkonia (sometimes spelled Courielli-Tchkonia; born in Georgia, February 18, 1895, died in New York City November 21, 1955), whose somewhat clouded matrilinear claim to Georgian nobility stemmed from his having been born a member of the untitled noble Tchkonia family of Guria, enticing the ambitious young man to appropriate the genuine title of his grandmother, born Princess Gourielli. Gourielli-Tchkonia was 23 years younger than Rubinstein. Eager for a regal title, Rubinstein pursued the handsome man avidly, coming to name a male cosmetics line after her youthful prized catch. Some have claimed that the marriage was a marketing ploy, including Rubinstein's being able to pass herself off as Helena Princess Gourielli. Rubinstein took a packed lunch to work and was frugal in many matters, but bought top-fashion clothing and valuable fine art and furniture. She founded the Helena Rubinstein Pavilion of Contemporary Art in Tel Aviv and in 1957 she established the Helena Rubinstein travelling art scholarship in Australia. In 1953, she established the philanthropic Helena Rubinstein Foundation to provide funds to organizations specializing in health, medical research and rehabilitation as well as to the America-Israel Cultural Foundation and scholarships to Israelis. In 1959, Rubinstein represented the US cosmetics industry at the American National Exhibition in Moscow. Called "Madame" by her employees, she eschewed idle chatter, continued to be active in the corporation throughout her life, even from her sick bed, and staffed the company with her relatives. Death and legacy Rubinstein died April 1, 1965, of