Great looking site by the way... just a few things I`ll comment in with regards to conversions.
#1) Ditch the Google Adsense advertisements. I assume you spend a great deal of time (and some money) getting people to your website right? So why give them the opportunity to go to your competitor`s website by way of Google Ads on your website? It takes too much effort to get targeted traffic to the site, only to have them leak off...
I clearly see the google ads the right side and at the bottom of your site. Not a good practice.
#2) Consider putting a Top 10 list of your best selling items. You may have to test placement, but make sure it shows up on every page. My first thought would be to place in the column on the right side on each page. You`ll be surprised at how people like to buy what others are buying, so allow them to see it with your Top 10 or Top 5 list.
#3) That big graphic on the homepage "Why Shop With Us" - my gut tells me to ditch it and have that for a page unto itself... That is really valuable real estate there on that front page and you got to use it to your advantage. At a minimum, I`d be using that space to create a "theme" about an upcoming holiday, or special occasion, etc... for example, St Patrick`s day is tomorrow... you could of had a "St Patrick’s" day theme going on showcasing some of the jewelry that would be a perfect fit for the occasion. Easter is this month also (the March 23rd). You have Mothers Day coming up in May, along with Teacher’s Day, Nurses Week, etc… in fact, take a look at my 2008 Holiday Marketing Calendar since we’re talking about it J: http://www.webmediaavenue.com/calendar.html
#4) I see you have “Gifts for Under $50”... but you don’t have any other ranges people can shop under. What about “Gifts $100 - $250” and “Gifts $250 - $500” and “Gifts $500 - $1,000”??? I may have $300 bucks to spend but may not want to search through your whole site… so why don’t you apply the same thing for others with a little more money that you do for those $50 bucks and under?
#5) Education Center – I see you have one but you may want to bring it out and make it more visible (not dominant), but make it so it’s easily found.
#6) Phone Number – I’d probably add it towards the top section too… people would almost expect to see it up there and ‘not’ have to find it.
Anyhow... that`s all I have for now. I hope this helps and I wish you well in your endeavors!