The title of the bestselling 1978 novel by Judith Krantz is the name of an ultra-chic Bevery Hills boutique that rags-to-riches Billy Ikehorn (Lindsay Wagner) established to fill the void left in her life by the illness of her elderly tycoon husband (Efrem Zimbalist Jr.) and his subsequent death. To help make Scruples what it has become, Billy had brought in top fashion photographer Spider Elliott (Barry Bostwick) and fashion designer Valentine O'Neill (Marie-France Pisier), and it is the intertwined lives and romances that propel this sumptuous but sudsy saga..