People want to believe that every dollar they spend will bring a profit. You must become friends with them through your website. You have to communicate and interact. They should be able to leave you a note, read some type of FAQ page, and request more information. But how is your client going to find you.
Advertising is dead.
You have no competitors or your competitors aren t advertising. Find out why. You are in retail. Your revenues are over one million dollars a year. Advertising is not branding.