I'm Laura Linney, and this is Masterpiece Classic.

We are in this together.

LINNEY: Previously...

The reckless way that you conduct your business frightens me.

No love affairs if they want to keep their jobs.

You are a bit special, Agnes Towler.

I'm so pleased with what you've done with our store.

Thank you, Lady Mae.

I'm Ellen Love.

I'm the Spirit of Selfridges.

Look at these pictures, they're terrible!

Do them again and do them better.

Our little family, all together again.

Come on, then!

Stop it!

I'm Roderick Temple.

I'm a painter.

I'm a married woman!

Doesn't she look ravishing?

Your husband seems to think so, anyway.

LINNEY: "Mr. Selfridge," tonight on Masterpiece Classic.

Captioning sponsored by VIEWERS LIKE YOU ♪ You are my honey, honeysuckle♪ ♪ You are the bee♪ ♪ I like to sip the honey sweet♪ ♪ From those red lips, you see♪ ♪ I love you dearly, dearly♪ ♪ And I want you to love me♪ ♪ You are my honey...♪ (squeals) ♪ I am the bee.♪ (squeals) (humming) I love watching you make up.

Although you don't need it.

You look beautiful without.

I'm a showgirl.

It's what people expect.

How old were you when you got your first break?

Eighteen.

The leading lady fell ill, and they pulled me from the chorus line.

I was still Joyce then.

Joyce Humphries.

Really?

The director said, "Your dancing's good, but your name is rotten."

He gave me an hour to come up with a new one.

♪ I love you dearly, dearly and I want you to love me♪ (chuckling) Harry, I can't.

I haven't got time, and neither have you.

I always have time.

(squealing) Dad, why aren't you at work?

What's happened?

They sacked me.

You've been drinking.

Let's get you to bed.

We'll talk about this in the morning.

It's all right for you, you've got a job.

Miss Butter wouldn't melt in your la-de-da department store.

I don't want to hear this.

Why do you look down your nose at me?

I've done everything for you.

You've done nothing for me.

I've looked after George.

I didn't always drink.

I don't remember you ever being sober.

(gasps) Aggie, I'm sorry, I just got...

I didn't mean... HARRY: Rose?

Give me a hand with this, sweetheart?

It's a new collar, darn stiff.

Damn horses.

REPORTER: Morning, Mr. Selfridge.

Good morning.

Over here, over here!

Business going well, Mr. Selfridge?

Very.

What are you going to give us after the Bl\riot airplane?

Well, you'll have to wait and see.

Come on, give me more than that.

HARRY: I've had an idea.

I want to move perfume out of the pharmacy and give it its own department.

In plain sight?

But perfume is a lady's secret, Mr. Selfridge.

Not in France it isn't.

All the stores give it prominence.

Where would it be, Mr. Selfridge?

Right in the front of the store.

The smell of the street is dreadful.

We disguise the god-awful horse manure and sell at the same time.

But not on the ground floor, surely.

Amongst accessories and fashion?

It doesn't seem right, somehow.

HARRY: And I was thinking of selling beauty products right next to the perfume.

(gasping) Beauty products on display?!

Did you apply face cream this morning?

Well, yes... HARRY: And you, Miss Mardle?

Yes, of course.

Pond's Cold Cream is a high selling product, yet no one is buying from our store.

Why is that?

Oh, um...

They don't know where it is.

It's hidden with all the other items that women use to make themselves look beautiful.

The eau de cologne is next to the bedpans in the basement, the hairpieces are on the fourth floor.

I don't even know where they sell hairnets and combs.

Pharmacy, next to the liver salts.

You see?!

But if you put it all together in one department, it's brilliant.

It's a whole new way for women to shop.

I love it.

What about a little makeup as well?

Rouge, lip salve, that sort of thing.

Women are wearing it now, out and about.

Not respectable women, surely.

My wife wouldn't touch it.

And I'm sure yours wouldn't either, Mr. Selfridge.

Well, if the customers want it, we shall give it to them.

Selling makeup above the counter is making a strong statement.

Perhaps we should explore it a little further before we decide?

A friend of mine is over from America.

She works for an advertising company.

HARRY: Valerie Maurel?

She's great.

She'll know all about this sort of stuff.

Get her in as soon as possible.

I'm sorry to interrupt, Mr. Selfridge.

Miss Love is downstairs, asking to see you.

Excellent.

Well, I guess we've just about covered everything.

But Mr. Selfridge...?

Meeting adjourned.

(sighs) Did she say what it's about?

Fur coats, I think.

Mmm.

She can't choose between the fox and the beaver.

MISS BUNTING: She's in my department every other day, buying up the store on his credit.

People are talking.

They'll talk even more if we start selling lipstick in broad daylight.

Quite.

We need to lead by example, then, don't we, ladies?

We shouldn't mention these subjects at all.

Yes, of course, Mr. Crabb.

ELLEN: ♪ If you like-a me♪ (whispering): Kitty!

♪ And we like-a both the same♪ ♪ I like to say, this very day...♪ I wish I could dance like that.

I can.

ELLEN: ♪ 'Cause I love-a you and love-a you true♪ ♪ And if you-a love-a me♪ ♪ One live as two, two live as one...♪ Back to your counters, girls.

Yes, Mr. Selfridge!

Sorry, Mr. Selfridge!

(applause) Oh...!

A dancing partner.

Just what I need, Mr. Selfridge.

Oh, no, I couldn't.

Come here.

♪ If you like-a me and I like-a you♪ ♪ And we like-a both the same♪ ♪ I like to change your name♪ ♪ 'Cause I love-a you and love-a you true♪ ♪ And if you-a love-a me♪ ♪ One live as two, two live as one...♪ (applause) It's Rosalie's birthday next week.

Of course it is.

Thank you.

I thought I might buy her a new dress.

Ahh.

Harry.

You have a mark on your cheek.

You know, it's a fine thing that Ellen Love drops into the store and shops, Ma.

She encourages people to buy.

Are you going to use her to endorse specific products?

I'm thinking about it.

Then it's even more important you retain a professional relationship with her.

But you know that, don't you, son?

Valerie!

Henri!

What do you think?

A lady friend?

KITTY: Looks like it.

Lucky her.

DORIS: There you are, madam.

Thank you.

Very good to see you again.

And you, Mr. Selfridge.

Ah, my apologies for bringing you all up here again, but Miss Maurel was too good to miss.

It's not true.

Have a seat, everyone.

Miss Maurel is from the American advertising agency J. Walter Thompson.

What we're here to debate, Miss Maurel, is whether we're going to sell makeup on our new beauty counters.

Will it bring in more female customers, or will it scare them away?

Let us start with powder.

The gentlemen here will know this product because your wives' dressing tables will contain boxes and puffs.

Women and men largely accept it.

We are a modern store.

Powder gets my vote!

Pastel Joue: color for the cheeks.

Invented by Bourjois in Paris for ladies of the stage.

Used by... how do you call it, ladies of the night as well.

Well, the two aren't necessarily the same.

It is perceived as risqu\, Mr. Selfridge.

Lipstick.

Models, artists, film stars, particularly in Paris, are beginning to wear it.

But London is not Paris.

What do people actually think of this... lipstick?

VALERIE: In the minds of many, colored lips are worn by prostitutes or suffragettes.

Physiologically, red lips are an intentional provocation for the male.

When a woman's aroused, blood courses through her body, her lips change color.

Men have a physical, sexual reaction to those red lips.

CRABB: What would selling this product in the very doorway of the shop say to our customers?

In London, reputation is everything.

Once lost, it's impossible to regain.

(speaking French) Am I disturbing you both?

Not at all, come in.

I don't know what to do without Violette and Beatrice.

They annoy me when they're here, and I miss them when they're at school.

You know what I was thinking?

I was thinking that maybe we could enroll you in some sort of finishing school.

What do you think, you could meet people... Or, could I do the Season?

Your father's an American in commerce.

I'm not really...

There are lots of American girls doing it now.

I think the English have pretty strict rules about that kind of thing.

There must be a way.

Where've you been?

I'm sorry.

So I'm thinking, right here, first thing you see when you walk in: "Selfridges Beauty Counters."

The counters must say glamour, women, elegance.

Good.

These accessories will have to move.

Maybe we can put... ...banners to be seen from all over.

Mr. Selfridge, where am I going to put gentlemen's gloves?

A little closer to the gentlemen's hats.

Positive thinking.

You'll make it happen, Miss Mardle.

I'm sure we can make space for gloves in Fashion, Miss Mardle.

We'll see what we can do in the morning.

That's very kind of you, Miss Bunting.

Thank you.

We'll have to pull together.

The inner workings of the boudoir for everyone to see.

You think it'll work?

Of course it will.

Women want to make themselves beautiful for men, and men want to see how they do it.

We are hopelessly spellbound.

You all right?

Problems with Valerie?

No.

Grab your coat and hat, I'm taking you out.

No, no, I'm tired.

Come on.

(women giggling) (applause) ♪ I'm a little pink pajama girl♪ ♪ All pink and rosy♪ ♪ I'm a lovely little lady to adore....♪ (yawning) ♪ And if you're a pink pajama girlie♪ ♪ You'll always be alrighty♪ ♪ And you'll never wear a nightie...♪ (gasps) ♪ Anymore...♪ (applause) Thank you.

♪ Rosy...♪ You were marvelous!

I told you I had a surprise for you tonight.

I loved it.

Did you enjoy the show, Mr. Leclair?

It was amusing, yes.

Henri likes the opera.

They sing like goddesses.

And I don't?

Well, you... You have other assets.

And what are your assets?

A window designer?

Well, bravo, Sonny Jim.

Hey!

No fighting.

I need the both of you too much.

Now come on, both of you be friends.

FRANK: Oh, what have we here?

Ladies and gentlemen, Harry Selfridge and Ellen Love, fresh from her theater triumph!

Jamie, champagne all round.

Let it pour.

Gentlemen.

Room for one more?

What do you reckon, Tony?

You sure you want to take me on, Mr. Selfridge?

The luck's with me.

A quick flutter, why not?

Harry... Perhaps you should leave it, old boy.

For all Tony's big talk, his credit's Lady Mae's.

I don't care who his credit is.

He's at the table, isn't he?

Harry... Don't play, Harry.

You'll be at it all night.

And I had other ideas.

I mean it, Harry.

I don't like to wait around.

(sighs) Petticoat trouble?

Gentlemen.

Deal me in.

So, not even your charms can get Harry away from the table?

May I?

You don't like me, do you, Mr. Leclair?

Just because I said your photographs were no good.

That is one of the reasons I don't like you, it's true.

There are others?

I think you are, perhaps, trouble, and Harry has always been, how do you say that... a moth to a flame.

You're very fond of him, aren't you?

Are you one of those kind of men?

I have friends in the theater who are... No, Miss Love, I am not one of those kind of men.

Then what are you, exactly?

A perfectionist.

But so am I.

Which is why I had to speak out about the photographs.

They didn't show me.

I didn't mean to be rude to you.

I just thought...

Between you and I, we could do better.

I see.

I understand what you mean.

Next time I'll let you choose the poses you want.

Complete freedom.

(laughs seductively) Sounds like fun.

Yeah?

It's a deal, then?

I'll see you.

A straight.

Full house.

You and your damn money, Selfridge!

It's not like you need any more.

First rule of poker, Tony: lose gracefully.

ELLEN: ♪ You are my honey honeysuckle, I am the bee♪ ♪ I like to sip the honey sweet♪ ♪ From those red lips you see.♪ (phonograph continues playing) (sniffing deeply) (sniffing deeply) (doorbell rings) Hello?

Brought you some breakfast.

Wait there.

I've been ill. That's why I've been off work, so...

These'll cheer you up.

Colleano special.

Old family recipe.

Made them myself.

These look good.

Are you walking in?

We could go together.

Uh...

I'm sorry, Victor, I'd love to, but I'm not ready.

Go with George.

(bell jingling) Mrs. Selfridge, to see Lady Loxley.

What do you think of our new counters?

They're selling perfume on counters in Paris, aren't they?

I read it in a trade magazine.

The trouble is, I wouldn't dare touch any of this.

The bottles look so precious.

And the prices... Do you wear scent?

Yardley Lavender.

Are you wearing it now?

You're back.

We've got new stock in: fabulous hats.

Look who decided to grace us with her presence.

Ah-- it's good to have you back, Miss Towler.

I'm surprised you managed to find us amongst all the powder puffs.

We're lucky she's not in hospital.

Oh, why?

She's got a shiner.

How did that happen, I wonder?

I fainted and hit my cheek on the bath.

Mrs. Selfridge.

It's rather early to visit, and I've caught you at a busy time.

I'm delighted to receive you.

I see that Pimble has offered refreshment.

Yes.

Please... Now, what is it that I can do for you?

I do so hope there's something.

Well, as it happens, there is.

It's not for me, it's for my daughter, Rosalie.

She would like to be presented.

And I have to admit to being rather at sea.

We don't run to royalty in Chicago.

But how delightful.

And how right you are to come to me.

Harry's shopkeeping associations are a little difficult, but I'm sure I could get round it.

Let's start with a tea party.

I could host it here.

Is she pretty?

She's nice looking.

It doesn't really matter.

Everyone will want to come anyway.

You and Harry are much talked about.

Talk is one thing, of course.

Gossip is another.

The little matter that we touched upon last time we met.

In my experience, Harry's interests, they don't last long.

I found the best way is just to ignore them entirely.

This interest, I hear, is ambitious.

She's just a chorus girl.

Chorus girls can rise.

I was one of the original Edward's Company Gaiety Girls.

Don't underestimate the competition.

A little bird tells me he's installed Miss Love in a flat.

SALES ASSISTANT: There are many ways to wear your perfume.

Particles will fall onto the skin, invisible, but aromatic.

Or you can place it on pulse points.

HARRY: They're not buying.

HENRI: Perfumes are expensive.

These girls don't have the money.

You should develop your own label.

Chemical synthesis means you could do it quickly and cheaply.

I have a contact here in a factory in London.

Selfridge's own house scent.

Something exotic and glamorous.

Ellen could endorse it.

Is that a good idea?

We could call it "The Spirit of Selfridges."

HARRY: Come work for me here.

VALERIE: New York is the place for me.

I have to go.

My boat leaves this afternoon and I haven't packed.

Very good to see you again, Mr. Selfridge, Henri.

♪♪ RODERICK: Mrs. Buckingham!

ROSE: You must think me very forward, turning up like this.

You don't know how happy I am that you have.

Thank you.

I've been positively haunting the National Gallery, hoping you'd come back.

Can I ask, why the change of heart?

Oh, I just came on an impulse.

And it was rude of me to leave when you were showing me your work.

What are you working on at the moment?

Um... this.

Oh.

It's very good.

No, it's more than good.

I love it.

Thank you.

I much prefer painting people.

Oh?

Why don't you paint me?

♪♪ I have been looking for you, and I find you hidden away here.

Sorry, Mr. Leclair.

I was just... You are wasted amongst these boxes.

I have a proposition for you.

Come along.

Mr. Selfridge wants to develop a house perfume.

I think the new Selfridge house perfume should appeal to every girl, not just the highborn lady or the glamorous actress.

It should be simple, fresh and natural.

In short, Miss Towler, it should appeal to you.

Me?

Mm-hmm.

Will you help me work out what it should be?

HARRY: I've got a new idea for the store.

We're going to be doing our own in-house perfume and I want you to endorse it.

Like the French opera singer, Calve!

She always wore Guerlain.

Oh, darling, that's wonderful!

No, this is not going to be like the grand French scents.

Chemical developments are changing the market.

We're going to make it inexpensive.

Cheap, you mean?

No... (laughs) Great value.

Your face will be on every woman's dressing table in England.

Next to the smelling salts and foot powder.

No, thanks.

We're going to be doing a big in-house promotion.

Perfume gets a window.

Whoever endorses it will be a part of that.

But, of course, if you're not interested... A window?

Oh, Harry, I'd love to.

Mother!

Sweetheart!

I've been waiting for you!

Where've you been?

I've got such wonderful news for you.

I know, Lady Mae's going to help us.

She dropped in half an hour ago.

It's so exciting.

She told you?

We've already started planning events.

She's wonderful.

Can you believe it?

I'm going to meet the king!

You are a lucky girl.

(knock at door) You're drunk.

Only a little.

You've been avoiding me.

Why?

I've, um... lost a bit of money.

My money?

The other night, I was on a roll, then he turned up.

Who?

That vile American friend of yours, Harry Selfridge.

Hurry up, George.

Sorry, Alf.

Hey, George.

Agnes not come in today?

She came in early.

I haven't seen her these past couple of days.

She's been taken off the floor; special assignment for the Art Department.

"Mr. Leclair this, Mr. Leclair that."

She can't stop talking about it.

My sister's going to get on.

ALF: See them boxes?

Stick them in that van.

My mother loved these.

We picked them when we went to the countryside.

Maybe that's why you thought of them.

That's very clever of you.

In France they are sold in the streets on the first day of May.

Young lovers give them to each other.

That lady who came to the store and was so beautifully dressed, is she a friend of yours?

We've known each other since we were children.

I asked her to marry me.

She said no.

I'm sorry.

So am I.

When are you going to show the designs to Mr. Selfridge?

Soon.

I have a little matter I need to settle first.

Good morning.

MISS BLENKINSOP: Lady Loxley is in the Palm Court, Mr. Selfridge.

She wants to see you.

HARRY: Lady Mae, a delight to see you, as always.

How are you?

I'm feeling lonely, having argued with Tony over a large gambling debt.

Oh, you know how it is, boys will be boys.

No, Harry, I don't.

I'm not a member of your estimable sex.

It was a game: he lost, I won.

I found a backer for you.

I'm helping your eldest daughter into society, and this is how you repay me.

I won't be made a fool of.

How are you helping Rosalie?

Haven't you talked to Mrs. Selfridge recently?

No, too busy hanging around the Gaiety?

I thought you had better judgment than that.

My judgment is just fine.

Then it's time I asked for a favor.

Cast your eye over this.

Utter nonsense, of course.

Suffrage women are some of the most elegant women I know.

So you support suffrage?

I live in a house of women.

I have no choice.

What can I do?

Actively endorse The Cause.

Sell our memorabilia.

These are Mrs. Pankhurst's colors.

Doesn't she advocate violence?

Only as a last resort.

When the men who oppose her are particularly intransigent.

I would like a table reserved in this restaurant every Tuesday lunchtime for the London branch of the movement.

I would be honored.

I thought you would.

Mr. Colleano.

Lady Loxley is requiring a large table every Tuesday.

Yes, Mr. Selfridge.

Who knows, you may have done me a favor.

I'm rather bored with Tony, and there are other fish in the sea.

No, no, this is not right.

This is not, as you said, the essence of you.

Send everyone away.

Please... You have something in mind?

I do.

Better?

Much.

Don't move.

This is perfect.

You look wonderful.

Ready?

Great.

And now we need to go closer on your face.

Play, Miss Love, play.

Anything that comes to mind.

For you?

I need a steady hand.

(sniffing) Or I will not do you justice.

(giggling) I love it!

How about this?

What have you got for me?

Oh, Harry, they're wonderful.

They are a little experimental but this is Miss Love's vision.

This... And this... and this...

I love this one.

Me too-- look.

We can't use them.

We're a family store.

Oh, Harry!

Don't you think I look beautiful?

Very beautiful.

Well, then, why can't we use them?

I need to speak to Mr. Leclair.

Miss Blenkinsop will arrange a hansom cab for you.

But I thought we were having lunch.

Not today.

You're a ruthless bastard, Henri.

HENRI: If you don't like them, I do have something else.

It's a very different feel.

Simple, pure... floral.

Lily of the Valley.

It's natural, but appealing.

See, it says to us: childhood, springtime, first love.

Unforgettable.

"Unforgettable" is a fine strap line.

And I like the white against the green.

Do you like it?

I love it.

HENRI: This is your window.

I won't forget the help you gave me.

♪ And if you're a pink pajama girlie♪ ♪ You'll always be alrighty♪ ♪ And you'll never wear a nightie♪ ♪ Anymore...♪ Our house perfume is doubling in sale every day.

I bet that gives you a warm feeling inside.

May I ask, Mr. Selfridge, what is your present thinking on makeup?

We'll stock powder and rouge.

Lipstick too, but under the counter and discreetly.

Makeup is not how we want to define ourselves.

I can't say that I'm not pleased.

Mrs. Crabb wouldn't have liked it.

Nor would Mrs. Selfridge.

Speaking of wives, time to get back to them.

Good night, Crabb.

Good night, Mr. Selfridge.

No, your pose isn't right.

Oh.

You're not the sort of woman who sits.

You need to be doing something.

What about...

This?

No.

I've got it.

(someone playing piano scale in distance) Papa's home!

(talking excitedly) You're home early!

Yeah, I miss my family.

Where's Rose?

Hold that pose.

LINNEY: Stay tuned for more about Masterpiece, but first... Next time... Visit us at pbs.org/masterpiece to watch video and explore features, and follow us on Facebook and Twitter.

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To order, visit shopPBS.org or call us at 1-800-PLAY-PBS.

Captioned by Media Access Group at WGBH access.wgbh.org