I think it could use some branding to create a warmer welcome.
- Add a banner image on the home page, a lifestyle type image would work well there.
- Add some text about your brand and why you're different (or why people should buy from you)
- Consider adding more color and maybe a graphic to your logo
- Have an About page prominent. Using heatmaps and analytics I've found that a lot of people click on About pages... people are keen to know what the brands they're buying from are all about.