Definitely a clean and crisp design.
What struck me is that if you did not mention the purpose of the site here, it would take me a while to figure it out. In that regard you might want to consider placing a value proposition ("The best writing sets" or smth. right under the Imagination Tree logo and title).
Another cool feature would be "Best sellers" with prices right under Products. First time user or not, this would give me an instant idea what to expect in the site.
Besides "Best sellers" there is also the "Special offers/discounts" option where one can see which products are currently cheaper.
When reviewing a product i like sharing it quickly with my FB profile. I feel that sending it by mail or copying a link is not enough. Plus some FB exposure will help your traffic.
Great idea with a gentle touch! Best of luck.