Oxford Street, London 1915. Sally Harper quietly battles to keep Harpers afloat in the difficult days of the war, whilst husband Ben is working all hours for the War Office. Beth Burrow is fighting concern for her husband, Jack, now at sea with the Merchant Navy, and the fear she may never see him again and be blessed with a child. Driven to exhaustion, Maggie Gibbs, is now working as a nursing assistant on the battlefields in France. With the everyday horrors of the casualties of war to contend with she suffers her own personal tragedy when her fiancé's plane ditches in the sea.

It is late 1940, and the war feels closer to home than ever for Rose Neville and her staff at the Lyon’s Teashop in Margate. The worry of rationing hangs overhead as the Nippies do their best to provide a happy smile and a hot cup of tea for their customers. When a heavy bombing raid targets the Kent coastline, Lyon’s is badly hit, throwing the future of the cafe into jeopardy. The light in Rose’s life is her dashing fiancé, Capt. Ben Hargreaves, and planning their Christmas Eve wedding. 

England, 1943: Home is no longer safe for eight-year-old twins Molly and Jacob. Night after night, wailing bombs and screeching planes skim the rooftops overhead. They cradle each other, shivering in terror, not knowing if they'll live to see dawn. Their mother, Martha, has no choice but to evacuate them to the safety of the countryside. At the train station, Martha bites back tears as she says good-bye to her precious children. Knowing she might never see them again, she gives Jacob a letter, pressing the envelope into his hands and telling him to only read it if they are in danger.

It is two years since Harpers opened in Oxford Street and Ben is planning to expand the premises. Life is good for Sally and Ben as they look forward to their first child and hope for a prosperous future. Beth is settling into married life with Jack, gradually recovering from her aunt’s tragic death, though still unable to conceive a child. New girls have joined Harpers and Marion, Janice and Becky all become a part of the daily life at the busy store. Rachel is undecided whether to marry a man she isn’t sure she can trust, while Minnie meets an old love.

Nell Gunn, Snowball and Esther will be back, along with more characters from Britain's biggest beauty factory, as they battle the twists and turns of war in Stratford. Will Nell find lasting love? Will Snowball reveal what forced him onto the streets? And will Esther be able to tame the wild child she takes under her wing as part of her new bursary? As flowers and vegetables blossom in the Shoot's new Dig for Victory allotment, can the inhabitants really bury their pasts?

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.

The shop girls of Harpers Emporium on Oxford Street are happy in their work, and their lives are moving on at quite a pace. United by the suffragette cause and now living under one roof, some will find love and marriage whilst others experience heartache and tears. Harpers is the bond that holds them together, bringing strength through hardship and pain and friendship and love.

1949. Peggy and Able Ronoscki's seaside cafe in Devon is thriving, and their twins, Fay and Freddie, are growing up fast. To pursue her daughter’s destiny, Fay must train in London and Peggy is faced with a dilemma of moving the family back to London once more. Meanwhile, Peggy’s elder daughter, Janet, has her own troubles. She fears her husband is having an affair and is desperately unhappy. Peggy is torn two ways and can only hope that a reunion with her friends at Christmas can help resolve her problems. 

July 1947. Britain is still gripped by rationing, even as the excitement of Princess Elizabeth’s engagement sweeps the nation. In the Woolworths’ canteen, Freda is still dreaming of meeting her own Prince Charming. So far she’s been unlucky in love. Sarah's idyllic family life is under threat with worries about her husband, Alan. Does he still love her? The friends must rally round to face some of the toughest challenges of their lives together. And although they experience loss, hardship and shocks along the way, love is on the horizon for the Woolworths girls.

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.

Sunderland, 1942: Christmas is fast approaching and with it comes a flurry of snow and surprises.... Against all odds, Polly’s fiancé has finally returned home from the front line. If they can keep things on an even keel, she might get the winter wedding she’s always dreamed of. Meanwhile shipyard manager Helen is determined to move on after a turbulent year. Her sights are set on breaking the yard’s production record and no one, not even the handsome Dr Parker, is going to get in her way. 

With the war showing no sign of abating, Helen is thriving in her role as shipyard manager. But at home the return of her father brings a shocking discovery that tears her family apart. Gloria is shouldering the burden of a terrible secret. If the truth comes out there could be dire consequences, and it will take all her resolve to resist the pressure around her. Meanwhile Rosie is throwing herself into her work, taking on as many shifts as she can. Anything to keep her mind off the fact that she hasn’t heard from her sweetheart in months.

Sunderland, 1940, and the women go to the shipyards to do their bit for the war effort. Polly never dreamed she would be able to work in the shipyards like the men in her family but times are tough and her new job ends up giving her more than she ever expected when she meets enigmatic dock diver Tommy Watts. During the day, head welder Rosie teaches her fledgling flock of trainees their new trade, but at night she hides a secret life. And mother hen Gloria signs up to escape her brutal husband, but finds she cannot run....

September 1941. Mary arrives in war-torn London nursing a broken heart and a painful secret. When she is offered her dream post as an assistant in the fabric department at Liberty store, she knows this is the fresh start she needs. Amid the store’s vibrant prints and sumptuous interiors, Mary finds a new family who can help her to heal. But not everyone will give Mary such a warm welcome, and the trauma of her past will soon catch up with her. As Mary and the Liberty Girls endure the heartache and uncertainty of war, it will take a steady heart to keep the magic of Christmas alive.

Sunderland, 1942: Polly's heart and her future are hanging in the balance. Polly’s sweetheart Tommy has been declared missing while serving overseas, and although there is no certainty that he is dead, there is no guarantee that he will return home. Now Polly needs her friends more than ever, and the other women welders are ready to rally around her while she waits for news. The only one not showing support is shipyard manager Helen.