When Sally, Beth, Margaret and Rachel meet at a job interview for the wonderful new store in Oxford Street, they have no idea they will become lifelong friends. When all four girls are lucky enough to be selected as sales staff their exciting new adventure begins. Join them as they overcome heartbreak and grief, find love and happiness and remain united in their friendship, whatever life throws at them.

In the heart of Dressmakers' Alley, Madame Pauline’s sweatshop is rumoured to be a particularly unpleasant place to work. Filled with seamstresses paid a pittance who turn a blind eye to what darker activities are hidden behind locked doors. Young Winnie Brown is keen to prove her value to the Women Movement and secures a job as a seamstress to investigate the whispers of some unsavoury goings on. Her concerns are soon justified when she hears a desperate cry for help.

Bristol 1936. Jenny Crawford has resigned herself to a loveless marriage living hand to mouth with their two children. Like many others, husband Roy struggles to find work at the docks but a chance encounter turns the family's fortunes around. Not only does he get regular work but they are also allocated a council house on Coronation Close on the outskirts of the city. Jenny and the children are overjoyed, this is the fresh start she could only ever dream of. But trouble feels never too far away.

Maureen Jackson knew life as a trainee nurse wouldn't be easy, but she didn't expect her hospital to be badly bombed on her first shift. Plus Maureen still has her family and friends in Mulberry Lane to keep her busy - she's needed as much there as she is by her patients. Running the pub on the corner of Mulberry Lane, Peggy Ashley is used to taking in all sorts of waifs and strays. But the arrival of a dashing American captain has got tongues wagging about Mulberry Lane's favourite landlady....

Hampshire, 1913. Amidst the glitz and glamour of England’s High Society, Sarah Trenwith is more of a wallflower living in the shadow of her beautiful sister Marianne. But as the war approaches Sarah will have to step out of the place society and her family have assigned her if she’s to do her part and claim the love she always dreamed of from afar.

As a small child, Nellie Peace was always dreaming but sensed her mother’s rejection. Abandoned and sent into service at Beaumont House at an early age, Nellie is lost and alone until she meets the unpredictable and reclusive artist Lucas Harrington and falls in love with him. This unlikely association between master and servant is encouraged by Lucas’ gentle-natured Aunt Alice, as Lucas sees something unusual in Nellie and is compelled to paint her. Broken promises lead to inevitable heartbreak, and Nellie flees Beaumont House in disgrace for London.

London, 1938: Lizzie Larch is a 20-year-old hat maker in London's east end. She is happy and popular, but she carries a secret. Seven years ago she was viciously attacked and recovered in a private sanatorium where she miscarried a child. Lizzie has no memory of the night of the attack, but secrets cannot stay secret for too long. When she starts courting her boss' nephew, a shocking revelation surfaces; threatening to destroy their new-found happiness.

As war looms in Europe, 18-year-old Jane Shaw runs the household as an unpaid servant on a meagre budget. When tragedy strikes and she loses her beloved younger brother in suspicious circumstances, Jane takes a position in service looking after Ned, a troubled young boy. Here she meets dashing David Heron, Ned's Uncle and they form an immediate attachment until she is dismissed after being accused of stealing a piece of jewellery. Returning home, Jane and her sister, Melia, are soon orphaned and left at the mercy of their Aunt Alice.

At the heart of Dover's Market Square lies the Castle's Café. A bustling, homely place run by the formidable Nellie Castle and her six children. Since the scandalous birth of her beloved son 10 years before, Marianne, Nellie's eldest daughter, has preferred to stay in the kitchen, hidden away from the town gossips. Overcome with shame, Marianne has never revealed the name of Donny's father - not even to her own mother. But with World War II just around the corner, Marianne's past catches up with her. And suddenly the lives of the Castle family become a lot more complicated.

Bristol 1939. At forty years of age, Mary Anne Randall still turns heads. With an abusive husband spending most of his wages on beer, she has resigned herself to be the sole breadwinner to protect her family and keep the wolves from the door. In order to make ends meet, Mary Anne runs a pawnbroking business from the wash house at the end of the garden. Following the outbreak of war an opportunity presents itself to escape her loveless marriage and find true love. Will she take that chance, or carry on living just for her children and not for herself?

Bristol, 1939. School leaver Maisie Miles suspects her father, a small-time crook, has an ulterior motive for insisting she gets a job at the W. D. & H. O. Wills tobacco factory but keeps it to herself. She's befriended by effervescent Phyllis Mason and kind-hearted Bridget Milligan who take pity on her and take Maisie under their wing. But beneath their happy-go-lucky exteriors, they all harbour dreams and worries about what the future holds. 

Devon, 1918. When Jessie Hale loses her nursing job, she leaves London to become the nurse maid to the Kendle family. On arrival she finds the family in disarray. When their elderly Nanny suffers a bad fall, Jessie has to try to bring the household together. Gradually, Jessie finds her place in their lives. Jessie soon starts to love her life at Kendlebury Hall, but problems arise when her feelings for her employer start to change.... 

1940, Liverpool: Alice Turner and her best friend, Millie Markham, work for the war effort at Rootes munitions factory, making shell caps and Halifax bombers. Alice’s sweetheart, Terry, is home from the front for a brief period of leave. But the honeymoon is soon over. Terry must go back to the dangers of Nazi-occupied France, and the ever-present air raid sirens quickly bring Alice back down to earth.

Liverpool, 1939. Bella Rogers thought her life was just starting; she can’t wait to get married to her childhood sweetheart, Bobby. But when war is declared and Bobby is called up, his letters stop, leaving Bella heartbroken and alone. Then her family is torn apart by tragedy when her angelic 5-year-old sister dies from a terrible illness. They can barely afford a funeral, but the church is packed with the entire community, devastated for their loss. Grieving for her sister and lost love, Bella finds a job at the Bryant and May factory, making matches.

Maggie Bailey has not had an easy childhood. Her father, Michael, always too easy with his fists after spending the family’s rent money down the pub. Just sixteen, in love and blinded by promises, Maggie sees marriage to handsome Jack as her great escape. However, she soon finds herself abandoned with a beautiful baby when Jack disappears. Maggie is forced to seek a new life away from the East End of London and finds herself a job at a hotel in Yarmouth.