because word of her activities had got around, she was recruited by bookmaker arthur bendir, who had been running the ladbrokes bookmaking firm since 1902. under the direction of bendir, in 1913, ladbrokes had established an office in the heart of london’s mayfair; the intention was to provide horserace betting for an elite clientele drawn from the ranks of the british aristocracy and upper classes who frequented the nearby exclusive gentlemen's clubs, including of white's, boodle's, the carlton, the athenaeum and the royal automobile club. it was thought that because of helen vernet's family social connections, she would be well placed to discreetly attract upper-crust female racegoers and then, by association, their equally well-heeled partners.