Frances "Cookie" Cooke, a fashion model who has sworn to herself and to her sister Gwen to "marry rich," mistakes millionaire playboy Richard "Dick" Smith for a male model when he appears unexpectedly at his yacht, which has been surreptitiously rented out for a photo session by his valet, Philbean. Taken with the coy Cookie, Dick pretends to be the model, confident that he can win her heart without revealing his wealthy status. Cookie, however, rejects his initial overtures, assuming that as a model, his earning power is limited. Instead she dates Baron Enrico Torene, a rich, bird-crazy Italian, who, while devoted to Cookie, moves with the romantic speed of a turkey. To outdo his rival, a resourceful Dick coerces Philbean into posing as the president of an advertising agency, which offers Cookie modeling jobs that pair her with Dick. In spite of herself, Cookie grows fond of her persistent admirer, a development that worries the ever-practical Gwen, who warns her sister that Dick will be wanting her first to "mother" him and then to marry him. Against this warning, Cookie invites Dick over to her apartment, where after shampooing his hair for him, he comments that he enjoys her "mothering." Suddenly terrified by her emotions, Cookie throws Dick out, just as Torene shows up with Gwen and a diamond engagement ring. Dick, confused by this turnaround but still determined, makes Philbean telephone Cookie and tell her that he has just attempted suicide at the Vandevere Hotel. Cookie rushes to the hotel one step behind Dick and finds him "dying" in a hotel bed. With Philbean's help, Dick marries Cookie in his "deathbed," after which his ruse happily is exposed.