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.

Rose and Myrtle Sylvester look up to their older sister, Peggy. She is the sensible, reliable one in the household of women headed by their grandmother, Grace Booth, and their mother, Mary Sylvester. When war is declared in 1939 they must face the hardships together and huge changes in their lives are inevitable. For Rose, there is the chance to fulfil her dream of becoming a clippie on Sheffield's trams like Peggy. But for Myrtle, the studious, clever one in the family, war may shatter her ambitions.

Fleur Bosley didn't believe in love at first sight, at least not until she bumped into Robbie Rodwell on a railway station in the blackout of wartime Britain. Posted to a newly built Lincolnshire airfield, Robbie as a wireless operator on bombers and Fleur as an R/T operator in the watch office, their only escape is to the little cottage in the nearby village where Fleur is billeted with another WAAF, Ruth. The two girls become good friends, but Ruth, already hurt by the loss of one of the pilots, does not approve of wartime romances.

It's 1919 in Ashford-in-the-Water, Derbyshire. The Ryan family are adjusting to life in the aftermath of the First World War. Walter has returned home a broken man, and so it falls to his son, Josh, and daughter, Emily, to do their best to keep their family business as the village candle makers going. Josh and Emily are great friends with Thomas 'Trip' Trippet, whose father owns a cutlery manufacturing company in Sheffield, and Amy Clark, daughter of the local blacksmith.

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....

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. 

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.

December 1930. With the Depression biting deeper, it looks like many children in the East End will wake up to nothing on Christmas morning. Widower Robbie Graham earns just enough to put food on the table for his children, Ben and Ruthie. Local cake shop owner Flo Hawkins can't bear the thought of any child having nothing for Christmas. Along with her sister, Honour, she hatches a plan to bring some festive cheer to the community.

Maureen Jackson is a prisoner of her father's blackmail. Three years ago, she'd been hoping to marry Rory, the man of her dreams. However, after her mother's death, Maureen was left to care for her overbearing father. Now Rory is back in London with his pregnant wife and reminds Maureen of the life that should have been hers. With the war looming, Janet Ashley hopes to marry her sweetheart Mike, but her father refuses to grant them his blessing. Janet finds herself pregnant and her mother Peggy is determined to hold her family together.

 1936. Polly's guardian angel has to work overtime when her large family is forced to move from the countryside they love into central Liverpool. Money is desperately short, and with her mother working and her father sick, Polly is easily led astray by the handsome Sunny Andersen. But soon war looms, and Sunny joins the navy to train as a signaller. After the horrors of the May Blitz, Polly, too, decides she wants to help her country and goes into the WRNs. She hears that an old pal, Tad Donoghue from the Dublin slums, is now in the Royal Air Force.

Emily Ryan has gone up in the world since her arrival in Sheffield. Brought there by her mother's ambitious schemes for her brother, Josh, she had found work as a buffer girl polishing cutlery for the city's famous trade. With the help of a friend, Nell, Emily eventually set up her own buffing business, employing those with whom she had once worked. Married to Thomas Trippet - Trip to his friends - they plan to build a life together, but when Lucy, Nell's daughter, disappears, it seems that the menace from the past is never very far away.

Two very different girls from this tight-knit community join up as ARP Wardens to do their bit for the home front. Violet Simms lives with her controlling, widowed mother who runs the local pawn shop. At just 20-years-old, Violet longs for friendship, love and escape. It seems her dreams might come true until tragedy strikes on one of the very worst nights of the Birmingham Blitz. Grace Templeton is the eldest in her family of 10 children. Spirited Grace is determined never to become burdened by child bearing and drudgery like her mother. 

For twelve-year-old Mary Ann Clark life has always been tough. The pretty daughter of a wife-beating drunk, it is no surprise that she has grown up afraid of her own shadow. That is until 'Battling Bessie Ruddick' takes the young girl under her wing and into the heart of her bustling family. Growing into an attractive young woman, Mary Ann yearns to be loved and when her affection for Bessie's son, Dan, is finally returned and she becomes a skipper's wife.

It is 1914, and Eveleen Hardcastle, now in in her early thirties, has married Richard. As the First World War breaks out, Eveleen, a sophisticated young woman, is left to manage the factory while Richard goes off to fight for his country. Eveleen's mother Mary has found happiness at last in her marriage to Josh. Her young granddaughter, Bridie, still lives at home, and is beautiful, but has a spirited, strong will which her grandmother finds hard to control.

Is it possible for a 10-year-old girl to fall in love? Jenny Mercer thinks so. Evacuated to Lincolnshire from the East End of London at the outbreak of war, she is frightened of the wide-open spaces and the huge skies. But the kindly Thornton family soon makes her feel welcome. And no one more so than Georgie, the handsome RAF fighter pilot who is caught up in the battle for Britain's survival. When Georgie is posted missing, presumed dead, Jenny is devastated.