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It is the first telenovela to have been remade worldwide and has been regarded as bringing the telenovela to new levels of success.Beatriz Aurora Pinzón Solano, Betty, is an unattractive but a brilliant economist working as a secretary at a fictitious Colombian fashion empire, Eco Moda.
Armando Mendoza,who is Eco Moda's new president, is the smart, handsome, and well-educated son of the company's retired co-founder Roberto Mendoza.
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.
Armando is sure that Betty could never be so devious, but when he suspects that Nicholas and Betty have a romance due to one of the members of the club of ugly women, named Berta shouts that Nicholas called Betty by saying "Your love has called"!
He is reluctant to hire Patricia because he assumes that Marcela would want her to spy on him, given his reputation as a notorious, ridiculous, womanizer. While he is concerned about her "ugliness", he likes the idea that she could be his ally, rather than a spy.
In order to please Marcela, Armando decides to hire as his new secretaries both Betty, the ugly but brilliant economist, and the very attractive but not so intelligent Patricia.