I think the site needs a 'emotional touch'. Also, its hard to find your way around. If I wanted to buy my wife a diamond ring and landed on your site, I would click rings on the left and then be stuck searching 92 pages with 6 rings per page with no chance to select only diamond or only saphire rings at that point. I see from the home page that there are better ways to sort but personally....I would give up when I arrived at the rings page (and even then I might not scroll down to see that there is a 'next' button and 91 addt'l pages). Just some ideas.. good luck! I know its competitive.
We are Specializes in Tanzanite Jewelry, We carry a wide range of Jewelry like Rings, Earrings, and Pendants in gold & Sterling Silver studded with Diamond, Ruby, Sapphire, Emerald, Amethyst, Aquamarine, Topaz, Citrine, Garnet, Opal, Peridot, Tanzanite, Zirconia. HUGE selection Great prices. If you are a trader looking to stock up for the year-end shopping season, pick your selections right away, as the stocks are very limited. http://www.2umbrellas.com
Your ad copy is not written well. Effectiveness aside, there are grammar errors. For example, you open up with: What does that mean? The front page has a couple broken images. The website does nothing to build trust and establish professionalism. It basically says "Hi, we sell stuff. You buy now." It needs work, and the results to date show this. Addressing these issue should go a long way to improving your sales potential. Good Luck.
Good point made by marketjunction--always one to spot gramaticals. But I have another thought. Using the US spelling for jewelry cuts out a huge bunch of searchers who would be looking for 'jewellery". This is how the word is spellled in the UK, Australia, New Zealand and other countries that use English spellings. A big market to miss out on. Why not have a page that will get indexed for 'jewellery'.?
I optimized a Canadian Jewelry/Jewellery site once and we wrote an entire paragraph about the two acceptable spellings and then occasionally in the rest of the site would say " jewelry or jewellery whichever you prefer".