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A jewelry store site really should scream elegance, and this one doesn't. Even if it is a "discount" jewelry store, jewelry should never really come off as cheap. Unfortunately this site looks a bit cheap. I think two things will help significantly increase the sophistication of this site.
First is your color scheme. You have purple, pink, magenta, blue, navy, etc. The colors really do not mesh well together and there are probably too many of them. Also, the colors you have chosen are probably too sharp on the eye. The blue in the nav bar is nice. The pink/magenta in the "view more" is probably fine, but having it in all your subheads is a bit much. The navigation should probably be either blue or black as well. Purple text (non-header) looks somewhat amateur/cheap.
Second is your whitespace. There barely any at all. You have probably 4-5 pixels maximum dividing any two elements in your design. Give things some room to breathe. Crowded also looks cheap. You don't need a lot of space. Check out sites like Tiffany's and Zales' and compare them to something like Jewelry.com. I think you're site looks closer to Jewelry.com right now, and I don't think that's necessarily a good thing.
I would rethink some of the positioning and/or emphasis of your elements as well. The testimonials gets kind of lost in the ads/cc info and the 3 buttons on the right look like an afterthought.
