In 1941 Texans suddenly rise from subsistence to wealth when they strike oil. With money comes the problem of how to spend it. Lucy Gallant, a New York socialite fleeing a humiliating tragedy, accidentally fetches up in Texas and creates her future by showing their wives how to dress tastefully, and very expensively. Her dress shop becomes bigger and more successful, but her love life is a blank despite the attentions of a cattle rancher who wants her to give up her career and marry him. Lucy's independence is too important for her to say yes, but when the US enters the war the two of them are separated. He returns still wanting to marry her, but what does Lucy want?