Find-A-Grave: Norma Wallace

Norma Wallace

Resting Place: Cremated: Ashes scattered in Lake Pontchartrain, against her wishes.

Born: 1901

Died: 1974 (aged 72-73)

Norma Wallace was a notorious and influential New Orleans madam who ran a high-class brothel in the city’s red-light district, particularly during the early 20th century. Known for her beauty, charisma, and business acumen, Wallace built a reputation for operating one of the most successful and luxurious establishments in New Orleans, attracting wealthy and powerful clients, including politicians, businessmen, and socialites.

She became one of the leading figures in the city’s vice scene and was often described as both ruthless and highly protective of her operation. Wallace was a fixture in the local social scene, and her establishment catered to those seeking discretion and exclusivity. Despite the illicit nature of her business, she was said to maintain a polished and sophisticated image, which helped her gain respect and power in a male-dominated world.

After Storyville, the New Orleans district for legal vice, was closed in 1917, Wallace continued her operations in various locations, moving to a series of hidden venues. However, her wealth and power came with a high price, as she was often entangled in legal and political controversies. Despite these challenges, Wallace remained a significant figure in the city’s underworld until her death in 1974.

Norma Wallace’s legacy is linked to the complex and often romanticized history of New Orleans’ vice culture, and she is remembered as one of the last major madams from the era following Storyville's decline. In fact, Norma's post-Storyville brothel was established in the former family residence of Storyville photographer E.J. Bellocq at 1026 Conti Street, directly beside the New Orleans Storyville Museum.

The Last Madam: A Life in the New Orleans Underworld by Christine Wiltz is a compelling memoir and historical account that chronicles the life of Norma Wallace, one of the most infamous madams in New Orleans. Published in 1999, the book offers a deep dive into the personal story of Wallace, who ran a highly successful and luxurious brothel in the city’s red-light district after the closure of Storyville. Through extensive interviews and research, Wiltz provides a rich and vivid portrayal of Wallace’s rise to power, navigating the complexities of the underworld, her relationships with powerful clients, and the challenges she faced as a female entrepreneur in a male-dominated world.

The book not only details the life of Norma Wallace but also paints a broader picture of the New Orleans underworld, from the heyday of Storyville to the decline of legalized vice in the city. Wiltz masterfully intertwines historical events with the personal anecdotes of Wallace, shedding light on the hidden side of New Orleans’ past.

The Last Madam is a fascinating exploration of the complex dynamics of power, survival, and resilience, offering a rare look into the life of one of the last women standing in a world of vice that was slowly being dismantled by social and legal pressures. The book is both an engaging personal memoir and an insightful historical narrative about a pivotal chapter in New Orleans' cultural history.