Colleen

The absent-minded, easily distracted president of a large business who relies on underlings and impulsively hires Joe Cork. His quick decision to buy a dress shop for Minnie sets off a chain of romantic and financial complications. His blunders drive the comedy and the eventual chaos of the plot.

The bookkeeper at the dress shop who fights to keep the business afloat. She orchestrates a fashion show to attract customers and demonstrate the shop's viability. Colleen's growing feelings for Donald complicate her professional life and propel the romance forward.

A sharp-winger, glamorous 'chocolate dipper' who uses charm and schemes to advance herself. She engineers the plan to secure adoption by Cedric and to marry Joe Cork, and later pursues compensation through a lawsuit. Minnie's maneuvering exposes the costs and consequences of desire.

Cedric's nephew and subordinate who tries to fix messes around the dress shop while secretly courting Colleen. His plans to secure happiness for himself and Colleen are complicated by family and business entanglements. He embodies a hopeful, yet flawed, approach to love and responsibility.

Cedric's shrewd but scheming assistant who sees Cedric as an easy mark and hatches a plan to marry Minnie. He pursues his own clever schemes, providing comic relief while exposing the fragility of the 'business of love'.

Cedric's wife who is scandalized by the news and pressures Donald to close the dress shop. Her actions reflect the social pressures and influence within high society.