Hi, Purdey,
I had a look at your shop - I am a jewelry seller, too. The first thing that jumps out a me is that it is too dark - your avatar and photos are taken in shadow. I am not a photographer by any means, but I found that natural light works much better than indoor light if you do not have a professional studio. Try taking the pictures in your yard or the park, and use some props so people have a idea of perspective. You also need an eye-catching banner. I made my from a digital photo I took myself and then used Picnik free photoshop software to crop and decorate it. I had never done this before, and it came out just fine.