The soap-operatic story follows the fortunes of three ambitious youngish people: Billy (Lindsay Wagner), secretary and then wife to an older zillionaire, whose death frees Billy to start up a Beverly Hills boutique ("Scruples") and to pursue the pretentious and manly but commercially woebegone film director Vito Orsini (Nick Mancuso). Meanwhile, Valentine (Marie-France Pisier), a French would-be fashion designer, and Spider (Barry Bostwick), a parking lot attendant/photographer/stud, struggle up the ladder, become buddies and put off a romance that seems inevitable despite their difference in height. After Valentine and Spider become Billy's employees, they team up to navigate a number of speed bumps on the road to happiness.
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