Doing a Google search for "East Coast Shades" you are on page 1 but have you looked at what else is on page one for that search?

I would have my keyword as sun glasses.
With this I would put it in my title, description, keywords, header tags and URL's .
Right now you do not have header tags nor do you have descriptions on your product pages. The word sunglasses is found in the title but not at the beginning.

Alt text and title text for your images would not be a bad idea as well.

You may want to ask for a site review for additional ideas.
Also back links, back links, back links with the term sunglasses, aviator sunglasses, kids sunglasses, something of this nature.

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