The site looks pretty good, but I have a few suggestions.
The white background and clean look is good, that’s a current trend.
I’d like to see a larger font size.
I’d like to see a little more history of patterned metal. Maybe your
ideal customer is educated and already knows that? But it would be
cool to show some mokume gane, some damascus steel, and show, this
is the history, here’s the modern thing you can have that’s even
Navigation is pretty good. But it did take me twice around to figure
out how to get to the actual shopping page, if I were you I would
make that more obvious.
Seth Godin says in his books that every web page should have a
banana, the ONE thing that you want your customers to do or click.
Where’s the banana to get to the shopping page? Where’s the button
that says, “Shop now”?
It’s a little confusing on the front page – there are multiple ways
to get to the same rings, making me uncertain (as a pretend shopper)
as to which one to start with.
So, that’s about it, minor stuff, the site looks good, but I think
you could tweak it and make it even easier to shop.
Oh – and one possible customer objection – how do these materials
compare to “regular” metals in terms of getting them cut off in the
emergency room. I know that’s it’s not a big deal, but a customer
might wonder, and you might want to address that possible objection.