Strange in the sense already into piercing. I see your site as one that is appealing to the woman who wants to be a little daring, but not committed to the look. The jewelry and even the tatoo's say middle of the road I want to try this; not live with it.
By toned down, I think you need to view your site from the point of view of a woman who is probably is not going to pierce body parts other than ear lobes and is never going to be tatooed.
My gut tells me your demographic is a lot more conservative than your site appears.
Using a magazine example I would not spend much money on Cosmopolitan, as I would think that reader is pierced in places other than her ears, I would try Vogue and bet that was the audience I was looking for, willing to try something risque but not looking for a lot of pain. I doubt I would send much money on Town and Country but maybe some just to test the waters.
So my question is do you think your site appeals to the woman who reads Vogue?

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