The melodramatic story follows the fortunes of three ambitious people: Billy, secretary/wife to an older billionaire, who upon his death starts the Beverly Hills boutique ("Scruples") and pursues film director Vito Orsini. Valentine, a French would-be fashion designer, and Spider, a parking lot attendant/photographer/stud, struggling up the ladder. After Valentine and Spider become Billy's employees, they team up to navigate a number of hazards on the road to happiness.