Just a few things to consider...
1) The first few photos that rotate on the homepage don't really make me think 'belts'. It looks more like a site for men's clothing. The belts don't really standout.
2) I think you should show more photos of the belts on the actual product page. For example, on this page, you only have one picture of the belt:
I think you should have multiple shots of the belt from different angles. And some pics with someone wearing the belt.
3) Put a 'Contact Us' link on the site as well. That's what people look for when trying to locate your number. The 'about us' page isn't an 'instinctive' page to go to when looking for contact details. I'd try to incorporate the number itself into the header portion of the site so it's on every page -- thus not requiring any clicking to get to the phone number.
4) I'd personally ditch the BIG rotating graphics on the homepage. I think you can make better use of the real estate to drop in more relevant content that helps you sell your belts.
Hope this helps...
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