Joseph Bruce Ismay (; 12 December 1862 – 17 October 1937) was an English businessman who served as chairman and managing director of the White Star Line. In 1912, he came to international attention as the highest-ranking White Star official to survive the sinking of the company's new flagship , for which he was subject to severe criticism. Early life Ismay was born in Crosby, Lancashire. He was the son of Thomas Henry Ismay (7 January 1837 – 23 November 1899) and Margaret Bruce (13 April 1837 – 9 April 1907), daughter of ship-owner Luke Bruce. Thomas Ismay was the senior partner in Ismay, Imrie and Company and the founder of the White Star Line. The younger Ismay was educated at Elstree School and Harrow, then tutored in France for a year. He was apprenticed at his father's office for 4 years, after which he toured the world. He then went to New York City as the company representative, eventually rising to the rank of agent. Bruce was one of the founding team of Liverpool Ramblers football club in 1882. On 4 December 1888, Ismay married Julia Florence Schieffelin (5 March 1867 – 31 December 1963), daughter of George Richard Schieffelin and Julia Matilda Delaplaine of New York, with whom he had five children: Margaret Bruce Ismay (29 December 1889 – 15 May 1967), who married George Ronald Hamilton Cheape (1881–1957) in 1912 Henry Bruce Ismay (3 April 1891 – 1 October 1891) Thomas Bruce Ismay (18 February 1894 – 27 April 1954), who married Jane Margaret Seymour, a daughter of Walter Seymour of Ballymore Castle, Co. Galway, Ireland, in 1922. Evelyn Constance Ismay (17 July 1897 – 9 August 1940), who married Basil Sanderson (1894–1971) in 1927 George Bruce Ismay (6 June 1902 – 30 April 1943), who married Florence Victoria Edrington in 1926. In 1891, Ismay returned with his family to the United Kingdom and became a partner in his father's firm, Ismay, Imrie and Company. In 1899, Thomas Ismay died, and Bruce Ismay became head of the family business. Ismay had a head for business, and the White Star Line flourished under his leadership. In addition to running his ship business, Ismay also served as a director of several other companies. In 1901, he was approached by Americans who wished to build an international shipping conglomerate (the International Mercantile Marine Company) to which Ismay agreed to sell