Denise Lovett is a young country girl with only her wits to live on after showing up in a Northern city to take up a long-held promise of work in her uncle's drapery shop. She soon finds out though that her uncle cannot afford to employ her as most of his customers have been seduced away by the The Paradise, the country's first department store, across the street.
A rich customer's erratic spending worries the staff but pleases Moray. After Sam attempts to help the woman her grateful thanks lead to a misunderstanding that threatens both his career and the store's reputation. Miss Audrey is given the task of leading the Miss Paradise Pink promotion in the store. After she gets flustered though she turns to Denise for help.
Denise is stunned to find out that a customer has abandoned a baby boy in Ladieswear. Moray sees it as a great marketing opportunity, with The Paradise staff instructed to look after the child in the meantime. Katherine Glendenning takes a shine to Peter Adler in an effort to try and test Moray's commitment towards her. When Miss Audrey bans Denise from having any more ideas, she uses some potentially dangerous methods to get her retail ideas to Moray.
Miss Audrey gets a mysterious illness, which starts a rivalry between Denise and Clara. Katherine enjoys the effect Peter is having on her life.
Katherine is determined to try and win Moray back. After he resists her advances she resorts to some underhand tactics in order to cause a public stir and force his attention. Moray believes that the time is now right to expand the store but to do so he needs to persuade Burroughs the barber next door to sell his business. Burroughs will only agree to sell though on condition he is made a junior partner in the business leaving Moray with no choice. Denise comes up with an idea to attract more custom in Ladieswear.
After some exotic lovebirds show up at the store as the new attraction to be sold, an overexcited Pauline offers to man the counter in an effort to impress Sam. After an expensive bird flies away, Pauline becomes panic-stricken. With Dudley's words ringing in his ears, Moray commits to a life-changing decision but regrets it straight away. Jonas resorts to blackmail to ensure his secret dealings remain hidden.
Despite the warnings of an experienced Miss Audrey, Denise is unable to keep her true feelings from Moray any longer... But will her actions cause her to leave The Paradise for good?
Denise's ingenious ideas are the Tollgate Street Traders' gain as she tries to increase their profits and compete against the Paradise. After she resorts to subterfuge in an effort to stay one step ahead, Moray is amused and impressed and congratulates her managing to ignite his feelings even further. Katherine attempts to make her presence felt at the store as the soon-to-be Mrs Moray.
With the wedding fast approaching, a dangerous discovery in the dead of night ends up sending shockwaves through the store. Speculation and suspicion begin to fall on one man, and causes somebody else to admit to Moray that he witnessed a crucial incident. Denise returns to The Paradise but her true feelings for Moray become clear for Katherine to see. Moray announces a party for the staff to celebrate his marriage, forcing him to realise where his heart truly lies. Moray has a difficult decision to make.