20.07

Three important addresses for Madame in London

24 Grafton Street, her London salon

The salon rapidly became the go-to address for women who wanted to enhance their beauty with the help of the entrepreneur's skincare products. For Madame, being well-established in Mayfair was invaluable. Even the 1400 pound rent of the building, located on Grafton street, didn't scare her - she counted on her good fortune to see her through. Surrounded by Oxford Street, Park Lane, Regent Street and Piccadilly, this is where London's high society lived, in their large Victorian buildings. The house Madame rented extended over four levels, and had 26 rooms. The first two levels were reserved for the salon and beauty institute, and Helena Rubinstein lived on the third storey. Once she had moved in, she decided to redecorate, creating a feminine and luxurious yet discreet atmosphere.

68 Regent Street, her marriage proposal

It was under the entrance of the hotel that Edward Titus asked Helena Rubinstein to marry him. She accepted, and the wedding took place on July 28, 1908, in London, at a very private ceremony with only a handful of friends as witnesses. Their two sons were born in the same city a few years later. At the start of the 20th century, all the intellectual and political elite went to the Café Royal, located at the same address. The hotel was Helena Rubinstein and Titus' - who had traveled from Australia to win her back - favorite haunt. From Rudyard Kipling to Virginia Woolf, everybody knew the partner of the designer who spent hours chatting with artists. The couple had lunch at the hotel every day, despite Madame feeling like a naive country girl. Edward found her anxiety amusing, and constantly reminded her "You have nothing to be jealous of, soon you'll be the queen here" a premonition which would prove true.

247 Knightsbridge, her house

In her house, composed of three bedrooms, a double lounge and dining room, Madame could finally host the large parties she loved so much. It became one of her favorite places: she particularly loved the terrace which looked over Hyde Park. At the start of 1960, having remarried to the Prince Artchill Gourielli, she finally bought the duplex in London she'd always dreamed of. A large Edwardian apartment situated over two floors, it took up all of Helena Rubinstein's attention. The famous interior designer of the time, David Hicks, was responsible for refurbishing the entire interior. This project would give the young thirty year-old the necessary career push to increase his popularity among the world's rich and jet-set community.

Towards the end of her life, Helena Rubinstein would make regular visits to London, a city that held so many cherished memories. The English capital would always hold a special place in the pioneer's heart.

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