support charitable institutions in the fields of education, art, and health. Rubinstein rapidly expanded her operation. In 1908, her sister Ceska assumed the Melbourne shop's operation, and with $100,000, Rubinstein moved to London and began what was to become an international enterprise. (Women at this time could not obtain bank loans, so the money was her own.) Marriage and children – London and Paris In 1908, she married the Polish-born American journalist Edward William Titus in London. They had two sons, Roy Valentine Titus (London, December 12, 1909 – New York, June 18, 1989) and Horace Titus (London, April 23, 1912 – New York, May 18, 1958). They eventually moved to Paris where she opened a salon in 1912. Her husband helped with writing the publicity and set up a small publishing house, published Lady Chatterley's Lover and hired Samuel Putnam to translate famous model Kiki's memoirs. Rubinstein threw lavish dinner parties and became known for apocryphal quips, such as when an intoxicated French ambassador expressed vitriol toward Edith Sitwell and her brother Sacheverell: "Vos ancêtres ont brûlé Jeanne d'Arc!" Rubinstein, who knew little French, asked a guest what the ambassador had said. "He said, 'Your ancestors burned Joan of Arc.'" Rubinstein replied, "Well, someone had to do it." At another fête, Marcel Proust asked her what makeup a duchess might wear. She summarily dismissed him because "he smelt of mothballs." Rubinstein recollected later, "How was I to know he was going to be famous?" Move to the United States At the outbreak of World War I, she and Titus moved to New York City, where she opened a cosmetics salon in 1915, the forerunner of a chain throughout the country. Helena opened up the boundless American market, and she skillfully used it, despite serious competitors. This was the beginning of her vicious rivalry with another notable woman of the cosmetics industry, Elizabeth Arden. Both Rubinstein and Arden, who died within 18 months of each other, were social climbers. They were both keenly aware of effective marketing and luxurious packaging, the attraction of beauticians in neat uniforms, the value of celebrity endorsements, the perceived value of overpricing and the promotion of the pseudoscience of skincare. The rivalry with Arden lasted all her life. Rubinstein said of her rival, "With her packaging and my product, we could have ruled the world." From 1917, Rubinstein took on the manufacturing and wholesale distribution