In 1856, however, the company lost postal contracts, while Wilson persisted in wanting ever larger ships to keep the public's attention.
Travelling around Cape Horn and stopping in Valparaiso and San Francisco, she reached Victoria after a voyage lasting four months. One of the ships on this route was Silistria. In addition, the company also ran voyages from Liverpool to Victoria, British Columbia, which it promoted in Welsh newspapers as being the gateway to the Klondike Gold Rush. The ship proved to be sufficiently efficient on the Australian route to ensure a certain success for the company, which could thus own new, faster ships such as Shalimar, Sultana, Emma and White Star. In order to compensate for the loss of Tayleur, the company ordered several clippers of its own, the first of which was Red Jacket. This alleviated the White Star Line and the ship's captain of any blame. Subsequent inquiry placed the blame on its owners, Charles Moore & Co., who did not take the necessary safety precautions when the ship was put into service. When it struck rocks in very rough seas at Lambay Island, near Ireland, the ship sank, with only 290 of the 650 people on board surviving. Departing on its maiden voyage on 19 January 1854, Tayleur proved difficult to handle, and its crew inexperienced. Tayleur, the largest ship of its day, was the one on which high hope was placed. The fleet initially consisted of the chartered sailing ships RMS Tayleur, Blue Jacket, White Star, Red Jacket, Ellen, Ben Nevis, Emma, Mermaid and Iowa. In this trade, speed and size become important assets. In order to make the crossings more pleasant aboard these austere wooden sailboats, musician groups were hired to allow the passengers to dance to popular tunes. From this time on, Pilkington and Wilson emphasized the safety of their ships when addressing the press. Because of this, many wished to emigrate to Australia, and the population of Australia increased from 430,000 to 1.7 million inhabitants in three years. It focused on the UK–Australia trade, which increased following the discovery of gold in Australia in 1851. The first company bearing the name White Star Line was founded in Liverpool, England, by John Pilkington and Henry Wilson in 1845. The sinking of the Tayleur was the first experienced by the company As a lasting reminder of the White Star Line, modern Cunard ships use the term White Star Service to describe the level of customer service expected of the company. Cunard then operated as a separate entity until 2005 and is now part of Carnival Corporation & plc. White Star merged in 1934 with its chief rival, Cunard Line, operating as Cunard-White Star Line until Cunard purchased White Star's share in the joint company in 1950. Despite its casualties, the company retained a prominent hold on shipping markets around the globe before falling into decline during the Great Depression. Today, White Star is remembered for the innovative vessel Oceanic and for the losses of some of their best passenger liners, including the wrecking of Atlantic in 1873, the sinking of Republic in 1909, the loss of Titanic in 1912 and the wartime sinking of HMHS Britannic in 1916. While many other shipping lines focused primarily on speed, White Star branded their services by focusing more on providing comfortable passages for both upper class travellers and immigrants. Founded out of the remains of a defunct packet company, it gradually rose up to become one of the most prominent shipping companies in the world, providing passenger and cargo services between the British Empire and the United States. The White Star Line was a former British shipping line.
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