J. Bruce Ismay, born December 12, 1862, was the eldest son of White Star Line founder Thomas Henry Ismay and Margaret Bruce. After his father's death, he became managing director of the company in 1899.
Under Ismay's leadership, White Star became known for its luxury liners. In 1909 work began on two new ships, the Olympic and the Titanic. Ismay was onboard as the Titanic set sail on its maiden voyage April 10, 1912. 
On the night of the sinking, Ismay helped load third-class women and children into Collapsible Lifeboat C before stepping into the boat himself. He was the highest-ranking White Star official to survive. The British inquiry into the tragedy exonerated him, but he was widely criticized and his reputation never recovered. He resigned as managing director the following year.
Ismay died of a stroke at the age of 74 and is buried in Putney Vale Cemetery, London.
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