GiGi (well, Griselda Griswald actually, but everybody calls her GiGi) is a woman with a mission: to help people improve the way they look, increase their self-esteem, and eventually, make them happier.

Being a personal shopper is a dark art, with few tangible rewards. Spread by word of mouth, her clients would never admit they needed her assistance. Not even if they were put under torture. Let us be honest, who would admit to being in need of a style consultant? It is like being an alcoholic: the first step is to admit you need help and acknowledge that that pair of leggings, now that you are in your mid-50s, do not suit you anymore. When you have recognized it, you are on the path to recovery, and GiGi's services will help you, despite her mother nagging that what she is doing is not a real job. People need advice and often a fresh point of view helps in rejuvenating a wardrobe that, with time, has become boring. Would they admit it? Not a chance!

So, it is just a matter of going around and helping people buying clothes and shoes? Not quite so. Money is tight; GiGi has to work with rich and very eccentric people who often do not have any idea about what they want. She and her business partner Ritchie are in a constant struggle to keep the business afloat, but as they say in Dragon’s Den, she is very investable.

But, with success comes the difficulties, the Battersea Fashion Center is going to open soon, just opposite of her office, and they claim they will be fierce competitors. A powerful enemy is lining up ready to make a meal out of her, knowing very well that GiGi’s approach, eventually, will make her a force to be reckoned with.

Whilst she invents new ways to make her consultancy firm successful, she finds who could be the love of her life, thanks to some of her best friends. The business is eventually expanding and they take onboard new partners along the way, making them one of the most influential fashion consultants in London.