A bratty millionaire who used his money to reel in his seven previous wives falls in love with a Riviera shop girl. Unfortunately for him, the plucky and well-born gal isn't interested in him. This only serves to make him want her more. Eventually his persistence pays off when her father strongly advises that she marry him which she does but makes it very clear that she only cares about his money. During the honeymoon, she tries to get him to change, but it doesn't really work. He finally asks for a divorce. Unfortunately, by this time, she has fallen in love with him.