Cha Seung-jo, French name Jean Thierry Cha, is the youngest Korean president of a famous luxury brand called Artemis. He believes that women go after luxury brands because of their high prices. His strategy for management is to raise the price of products to achieve increased sales. Han Se-gyung is a person who tries her best in getting everything and lives by the motto of “Self-achievement generated from hard working”. Though she studies design, because of her family’s financial problem, she doesn’t have the opportunity to study design abroad. And for this reason, not having any abroad studying experiences, she is often rejected by job interviewers. After three years, surprisingly, she is offered a job as a temporary worker at a clothes designing company called GN Fashion. She doesn’t become a designer in the company; she becomes an errand girl for the head lady. When she is delivering some bags once, she bumps into Seung-jo’s car.

When Se-gyung is about to quit her job, her team leader tells her that the reason she can’t become a designer is that she doesn’t have the taste for fashion, leading her to reconsider her decision. Se-gyung’s best friend, Choi Ah-jung, helps her to find out the life of Seo Yoon-joo in order to know how to become a “Cheongdam-dong daughter-in-law”. She finds out that Yoon-joo actually is called Cha Yoon-joo when she has lived in France because she has married a man there. Se-gyung guessed from this information and the words of Shin Min-hyeok, who is the president of GN Fashion, that she is accepted specially by Yoon-joo.

Yoon-joo asks her brother, Seo Ho-min, to stalk Se-gyung secretly. From the pictures taken by Ho-min of Se-kyung, she sees Seung-jo is in it. On the other hand, Seung-jo’s doctor/best friend, Heo Dong-wook, says Seung-jo cannot control his emotions mentally, he can never cry. Secretary Moon Jae-wook finds So In-chan’s location; he is at his mom’s funeral at the time. Seung-jo happens to witness the scene and he orders the company not to go after In-chan anymore. Instead, he sends flowers to the funeral house to express his sorrow for his mother. Under the warning of his father that someone is secretly taking pictures of him, he catches Ho-min and warns him not ever to do it again. Seung-jo also moves to the same neighborhood where Yoon-joo is living.

Yoon-joo tells Se-gyung that in order to go into Cheongdam–dong, she must find herself a “time rabbit” (a person who can introduce her into the upper-class circle of Cheongdam-dong). Tommy Hong, the most popular domestic designer in Cheongdam-dong, is the perfect fit for being the “time rabbit”. So, Se-gyung then decides to part time work at the restaurant where Tommy usually goes to in order to catch his attention. Meanwhile, Seung-jo, full of tears, tells Dong-wook what he has seen about Se-gyung. Dong-wook tells Seung-jo that he thinks he might like Se-gyung. Back when Yoon-joo has wounded Seung-jo deeply by leaving him, he changes. He tries to find a way that true love exists, that it does not need to be only maintained through money. Se-gyung’s actions makes him believes that love truly does exists, proving that his thoughts are right. He then recommends Se-gyung to Tommy.

Se-gyung is not willing to give up her “time rabbit” after what has happened at the ball. She goes to Tommy to reason with him. But instead, Tommy sees her desire, what she wants in her heart. Yoon-joo goes to see Tommy; she learns that the person who he is trying to pair up with her husband’s sister, Shin In-hwa, is actually Seung-jo.

Se-gyung’s best friend, Ah-jung, accidentally sees her diary on how to get into Cheongdam-dong, and Se-gyung then confesses to her on what she is planning to do. Ah-jung helps Se-gyung to look into Seung-jo, at that time they know as Secretary Jin. Se-gyung got suspicious of Seung-jo when Ah-jung tells her that there is no one called Secretary Jin at all in Artemis. Se-gyung then asks Seung-jo fiercely on whom he actually is. Under this moment of pressure, Seung-jo makes a lame excuse that he is actually the President’s personal “shadow ninja”.

Se-gyung calls Yoon-joo and asks her the answer of the first danger among the three she must encounter if she wants to go into Cheongdam-dong. Yoon-joo replies that it is love. When Se-gyung returns home, she sees that her parents are chasing after her sister, Han Se-jin. Se-gyung learns that her parents want her sister to quit school for a while and help out their shop. At first, Se-jin does not want to, but after Se-gyung promise to buy her a new bag, she agrees to do it.

When meeting up with Chairman Cha ll-nam again, Yoon-joo advises him to stop the planned marriage. Now at the party, after battling with his own will, he finally gains the courage and goes into the party. He is ready to indirectly confess to Se-gyung in his opening speech. But what he does not know is that Se-gyung has left the party because of her shock of the news.

Se-gyung and Yoon-joo find that they have more in common than they have thought. Seung-jo is determined to hold on to his future this time. Tommy plots for his own gain.

Seung-jo and Se-gyung are finally together, but will it last? Yoon-joo comes clean about her past to Se-gyung and prompt her to make a choice. Tommy and In-hwa face an obstacle.

Seung-jo and Se-gyung are facing opposition from all sides. In-hwa is suspicious and is determined to get to the bottom of this. Tommy shifts his priorities.

In-hwa discovers a shocking truth and is struggling to keep it hidden. Se-gyung stays strong and deals with Seung-jo and her family differences. Chairman Cha is changing his outlook.

Tommy and Yoon-joo temporarily stop a disaster. In-hwa reveals the truth to Chairman Cha but is met with an unexpected request.

The stakes are raised when Seung-jo discovers the truth, and Se-gyung must do all it takes to prevent him from self-destructing.

Se-gyung confronts Seung-jo for his actions. Seung-jo struggles to understand. Yoon-joo is at peace with her faith. and devises a plan.

Yoon-joo makes a decision and is at peace with it. Seung-jo faces reality. Se-gyung stops dreaming and lives on with her own life. We find out how everything ends.