In 1875, Denise Lovett arrives in Newcastle to work in her Uncle Edmund's drapery shop. Edmund faces stiff competition from the newly opened department store, the Paradiise, run by daring and risk-taking John Moray. Unable to support herself by working in her uncle's shop, Denise takes on a position as sales assitant in the Ladies' department at The Paradise under the severe Miss Audrey.

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.

A shocking discovery in ladieswear causes ripples through the store. To test Moray's feelings, Katherine pursues another man. Miss Audrey bans Denise from having any more ideas, forcing Denise to use all her cunning.

When Miss Audrey develops a mysterious illness, her absence creates a vacancy for a temporary head of ladieswear. With a potential client expected to make a large order, Moray and Dudley's decision causes friction and jealousy between Denise and Clara. Katherine enjoys the effect Peter is having on her life, but is it enough to banish all thoughts of Moray?

Moray's neighbour fulfils his ambition to work at the Paradise, leading to all kinds of trouble within the store. Denise's new brainwave ruffles some feathers, and Katherine goes to extreme lengths to win Moray's attention.

When exotic lovebirds arrive as the new attraction to be sold at the Paradise, an overexcited Pauline offers to man the counter in an attempt to impress Sam. With Dudley's words ringing in his ears, Moray commits to a life-changing decision but regrets his action almost immediately. Despite the warnings of an experienced Miss Audrey, Denise is unable to keep her true feelings from Moray any longer. Will her actions cause her to leave the Paradise for good?

Katherine sets out to prove her credentials as the soon-to-be Mrs Moray, while Denise wins over the Tollgate Street shopkeepers and rises to her biggest challenge yet.

As the wedding approaches, a dangerous discovery in the dead of night sends shockwaves through the Paradise. Excitement spreads when Moray announces a party for the staff to celebrate his marriage, forcing him to realise where his heart truly lies. His wedding day arrives, but can Moray find the courage when he needs it most, or will the threat of losing the Paradise stop him from following his heart?