The telenovela revolves around the Avellaneda family, owners of a large and prestigious estancia (ranch) in Argentina. The family is known for their wealth, social status, and the matriarch, Guadalupe Avellaneda, who rules the household with an iron fist. The story centers on Gustavo Rincón, a young and charming man from a lower-class background who becomes involved with the Avellaneda family through his job. He catches the eye of Guadalupe's son, who falls for him, leading to a complex web of relationships, power struggles, and secrets within the family.