Why not get the designers in the Contests forum to design a new logo & header for you. I think this one thing alone would be a great place to start and would make a big difference. I would use google to find very successful online merchants in the same field and compare your sites to thiers. You will get some great ideas. Good luck with this
ok, adjust where those links are, cos i'm using IE7, and it's showing the links for nipple bars and shield all the way to tongue bars, with the same background colour as the header, and it's hard to see those links. Also change the title tag of your page...