Let me tell you a story about Joan Crawford, the legendary Hollywood star. In 1956, Joan and her husband, Pepsi executive Alfred Steele, began constructing their dream apartment in New York City. Located at 2 East 70th Street, this place wasn’t just any home—it was a haven. They combined two top-floor apartments into one grand residence with seven spacious rooms filled with sunlight and breathtaking views of Central Park. For Joan, it marked the beginning of a fresh chapter in her life. "I wanted everything—stardom, a happy marriage, and children. And I truly believed I could achieve it all," she once said, capturing the essence of her ambition and determination.
Joan's Unexpected Second Chance at Love
After her third marriage ended in 1946, Joan didn’t think she’d ever find love again. As an actress with over 100 film credits by the time she retired in the early 1970s, she understood the challenges of balancing a demanding career with a successful marriage. "It’s incredibly tough for an actress, especially a busy one, to maintain a happy marriage," she admitted. "A career, particularly if you're a star, requires every ounce of your energy and time." But life had other plans for Joan. Almost a decade after being on her own, the Oscar-winning star of Mildred Pierce met Alfred Steele at a party in 1954. Joan was candid about her loneliness at the time. "I was utterly alone," she confessed. "So many nights, after putting my four adopted children to bed, I found myself staying up, yearning for companionship. I’m a woman who needs a husband."
A Surprising Twist of Fate
At first glance, Alfred didn’t seem like the right match. He was still married to his second wife, and Joan had always been firm about not pursuing married men. "To me, even death would be preferable to breaking up a home," she declared dramatically. But life often surprises us. Just three months after Alfred finalized his divorce, he and Joan eloped to Las Vegas. On May 9, 1955, when Joan was 47 and Alfred was 54, they tied the knot with a borrowed ring. "We were so happy," Joan reminisced, her voice brimming with joy.
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A Partnership Built on Business Acumen
Joan and Alfred were a perfect match not just in love but also in their professional approaches. From her breakout role dancing the Charleston in the 1928 film Our Dancing Daughters, Joan transformed into a relentless self-promoter. Beyond cultivating relationships with Hollywood insiders, she endeared herself to fans by personally writing letters and sending small gifts. Meanwhile, Alfred was instrumental in quadrupling Pepsi’s sales during his tenure by visiting bottlers worldwide and attending plant openings. After their marriage, Joan reduced her film appearances and began traveling with Alfred. "I do a good job entertaining the bottlers and their wives, no matter where they’re from—Africa, London, Switzerland, or Kansas," she proudly stated.
A Heartbreaking Farewell
On April 19, 1959, just days before Alfred’s 58th birthday, Joan woke up to a devastating reality. She went to rouse Alfred for breakfast and discovered him dead from an apparent heart attack. Devastated, Joan quickly returned to her film career, believing "work is the best alleviator of sorrow." She also made history by becoming the first female director on Pepsi’s board, a position she assumed just days after Alfred’s passing. "Al Steele was Pepsi's showman who traveled the globe promoting the brand," explained Andrew Barnet, son of Pepsi president Herbert Barnet. "My father wasn’t the showman type. He needed Joan after Steele’s death. Pepsi needed Joan."
Joan never remarried but remained deeply involved with Pepsi until her death from a heart attack in 1977. Reflecting on her life, she said, "I thought I could be different, that I could have it all. And I did—for a little while—with Alfred." Joan was laid to rest beside her beloved husband, cherishing the brief but cherished time they shared.
