Back in 1956, construction was underway on a brand-new apartment for Hollywood legend Joan Crawford and her husband, Pepsi executive Alfred Steele. This wasn’t just any place—it was a dream home in New York City, combining two apartments on the top floors at 2 East 70th Street into one stunning residence. With seven spacious, sunlit rooms and breathtaking views of Central Park, it symbolized a fresh chapter for Joan. "I wanted everything—stardom, a happy marriage, and children. And I truly believed I could have it all," she once said.
A New Start After Heartbreak
For Joan, finding love again wasn't something she ever thought possible after her third marriage ended in 1946. Known as one of Hollywood's most iconic actresses, with over 100 film credits under her belt, Joan knew the challenges that came with balancing a high-profile career and personal life. "It's incredibly tough for an actress, especially a busy one, to maintain a successful marriage," she admitted. "The demands of a career, especially if you're a star, consume your time, energy, and so much more."
Meeting Alfred Steele: A Chance Encounter
After nearly a decade as a single mother raising four adopted children, Joan's life took an unexpected turn when she met Alfred Steele at a party in 1954. At the time, Joan was the proud Oscar-winning star of Mildred Pierce. She confided, "I was utterly lonely. There were countless nights after putting the kids to bed where I sat alone, wishing for a companion, a husband." But Alfred wasn't exactly single at the time—he was still married to his second wife. Despite her strong belief that "death is preferable to breaking up a home," Joan's feelings for Alfred grew stronger as the months went by.
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A Quick Marriage
When Alfred finally got his divorce, things moved fast. Just three months later, he and Joan eloped to Las Vegas, tying the knot on May 9, 1955. Joan was 47, and Alfred was 54. Their wedding was simple, sealed with a borrowed ring, but their happiness was anything but. "We were so happy," Joan reminisced. It was a union that marked the beginning of a beautiful chapter in both their lives.
A Perfect Partnership
Joan and Alfred shared more than just love—they were both shrewd business minds. From the moment Joan made her big break dancing the Charleston in the 1928 film Our Dancing Daughters, she became a relentless self-promoter. She cultivated relationships with Hollywood's key players, wrote personal letters, and even sent little gifts to her fans. Alfred, on the other hand, had quadrupled Pepsi's sales through his globe-trotting efforts, visiting bottlers and attending plant openings worldwide. After their marriage, Joan stepped back from the limelight, traveling with Alfred and entertaining the bottlers and their wives wherever they went. "I do a good job. Whether it's Africa, London, Switzerland, or Kansas, I make sure the bottlers and their wives feel welcomed," she proudly stated.
Tragedy Strikes
On April 19, 1959, just days before Alfred's 58th birthday, Joan went to wake him up for breakfast and instead found him dead from an apparent heart attack. Heartbroken, Joan returned to filmmaking within weeks, believing that "work is the best healer of sorrow." She also became the first woman director of Pepsi's board, just days after her husband's passing. As Andrew Barnet, son of Pepsi president Herbert Barnet, explained, "Al Steele had been the company's showman. My father wasn't the showman type. He needed Joan after Steele’s death. Pepsi needed Joan."
A Legacy That Lasts
Joan never remarried, but she stayed active with Pepsi until her death from a heart attack in 1977. Reflecting on her life with Alfred, she said, "I thought I could be different, that I could have it all. And for a little while, with Alfred, I did. I'll always cherish the time we had together." Joan was laid to rest alongside her beloved husband, a testament to the love they shared.
