He falls in love with her for real, but keeps his feelings a secret from Mario, who constantly teases Armando about having to kiss the ugly duckling. In turn, Armando starts seeing past the 'ugliness' and sees the beautiful person Betty is. Once the company is back in Armando's hands, he would break up with Betty and fire her.ДЄs the weeks pass by, Betty falls more in love with Armando. He takes Mario's advice and starts to seduce Betty, even though he is disgusted by the idea. Armando is sure that Betty could never be so devious, but when he suspects that Nicholas and Betty have a romance, he begins to worry that they will stay with the company and all its fortune. Mario is concerned that Betty plans to keep the company to herself and convinces Armando to make her fall in love with him for security. However, because of how the plan works, EcoModa has been sold (in paper) to the fake company, setting up Betty as the president. EcoModa's vice president (and Armando's best friend) Mario Calderon is the only other person at EcoModa that knows about the business plan. Betty reluctantly agrees to help him and asks her best friend, Nicolas Mora, to go along with it.

However, Armando asked Betty to fake the annual budget reports in order to keep the plan a secret from his family, not wanting to disappoint them regarding his leadership skills as the new president of EcoModa. Once the summer fashion line is released, EcoModa will be secure in their finances and the fake company can be dissolved. The fake company prevents the banks from taking over EcoModa's stocks, primarily because of Betty's business savvy and financial contacts. The business plan sets up a fake company, run in name by Betty, as a firm financial backer of EcoModa. So out of loyalty, and love, to Armando, she helps him launch a risky new business plan that could mean the downfall of EcoModa, but if successful, could bring the company back to firm financial standing. Throughout the weeks, Betty falls in love with Armando but keeps her feelings a secret.ДЄlong the way, Ecomoda falls into a scheme that causes the company to lose millions of dollars, therefore putting Ecomoda into financial ruin. Nevertheless, Betty proves herself invaluable as she maneuvers effortlessly in the business and finance milieu, earning respect among industry insiders and the secretaries whom would become her close friends, lately called El cuartel de las feas (The club of the ugly women). Since EcoModa is a fashion company primarily concerned with image and beauty, Patricia is seated in the lobby and Betty is seated in a stock room behind Armando's office. In order to please Marcela, Armando hires as his secretaries both Betty, the ugly but brilliant economist, and the very attractive but not so intelligent Patricia.

While he is concerned about her 'ugliness', he likes the idea that she could be his ally, rather than a spy. He is reluctant to hire Patricia because he assumes that Marcela would want her to spy on him, given his reputation as a notorious womanizer. Armando is in search of a new secretary and first interviews Marcela's best friend, Patricia FernГЎndez. He is engaged to Marcela Valencia, an EcoModa executive and daughter of the deceased co-founder, Valencia. She sends her rГ©sumГ© to EcoModa without a photograph, thus securing an interview.ДЄrmando Mendoza, EcoModa's new president, is the smart, handsome, and well-educated son of the company's retired co-founder Roberto Mendoza. After searching unsuccessfully for a job to match her education and experience, she applies for a position as the secretary to the president of EcoModa, a highly successful, trendy fashion manufacturer/retailer founded by two families, the Mendozas and the Valencias. Though she has a master's degree in finance and graduated at the top of her class, Betty has been unable to secure a job interview, because, she claims, her ugly photograph ruins her otherwise impressive rГ©sumГ©. She becomes Armando's accomplice in a clandestine scheme to save EcoModa from financial ruin and they become romantically involved. Betty constantly faces the scorn of EcoModa's attractive manager-owners but proves herself indispensable to EcoModa's new president, Armando Mendoza. Beatriz Aurora PinzГіn Solano, Betty, is an unattractive but brilliant economist working as a secretary at a fictitious Colombian fashion empire, EcoModa.

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