The title of the best-selling novel by Judith Krantz is the name of an ultra-chic Beverly Hills boutique that rags-to-riches Billy Ikehorn (Lindsay Wagner) established to fill the void left in her life by the illness of her elderly tycoon husband (Efrem Zimbalist, Jr.) and his subsequent death. To help make Scruples what it has become, Billy had brought in top fashion photographer Spider Elliott (Barry Bostwick) and fashion designer Valentine O'Neill (Marie-France Pisier), and it is the intertwined lives and romances of the three that propel this sumptuous but sudsy saga through its six romantic hours.
Included in the cast are Genevieve, the one-time Broadway singer/dancer whose fractured English made her popular on the Jack Paar Show from 1958 to 1962 before leaving show business, and Gene Tierney, the veteran movie star whose last TV acting had been in the 1968 telefeature "Daughter of the Mind". Hy Averback had been scheduled to direct "Scruples" but it is Alan J. Levi who is credited. In 1981, a two-hour television movie continued the story of "Scruples" with Shelley Smith and Dirk Benedict in the Wagner/Bostwick parts.