It`s weird that some say "view details" and some say "add to bag".
I really don`t like the "add to bag" phrase anyway. I would vote for "purchase" or "buy now", or "add to cart" if you must add it to something.
What percentage become sales?
What is your target?
Where are you advertising? Who is referring people to your site? Could your marketing efforts be more targeted so you will better find people who want your product?
My other concern is your pricing. I think you have to choose if you are a discount site or a artisian site. Discount site ... your banner is wrong. You need something like "artisian jewelry for 40% off retail!" Artisan site ... get rid of all the crossed out prices and raise your prices. The problem with a $300 gold wedding band is that most people would expect to pay A LOT more than that. So if your site has them for considerably cheaper, they might start asking themselves why
I bought my rings a couple of years ago from these people:http://www.artifact.co.nz
I loved the rings and the prices were right for us. Although I don`t like their front page, if you go to the catalogue you will see the rings. One thing you will notice ... the pictures of the rings make them look so SHINY. Yours don`t have the same feel for me. Also, they are craftspeople, and I think their site reflects their artisan nature. Yours looks more like an ecommerce site that happens to have rings on it, but could easily replace it with shoes or books or whatever else at a moments notice. Not that there`s anything wrong with that ... if discount jewelry is what you are going for. If it`s artisan jewelry, you need to upscale the whole thing and raise your prices.
The reason why I mention this is that you are trying to hit 2 markets at once and you end up in some middle ground. The upscales are going to be the kind of people who are into DeBeers diamond commercials, because they can afford those. (These are the kind of people more likely to buy "one of a kind" pieces.) The downscale is people who buy at stores that boast things like "designer fabrics for half the price!" or "famous name clothing at 40% off retail!" You can`t be both, as you end up in some middle market that`s not making a lot of money. I`m your middle market, and I don`t care if I`m getting the item at some amount off retail - I just care if I like it and if the final price is right for me. (This is probably the hardest market to create momentum for.) So I say pick the top or bottom and refine your image.