Take a look at this Flash web site designed in minimalist style. Minimalism is a design style presented in its simplest form, without any unnecessary elements, an abundance of colors, shapes and textures.
A web design of a jewelery store site is to follow common recommendations such as a dark background,high resolution pictures as well as easy to navigate menu.
A 'selling' web design is not about flashing banners and hundreds of pop-ups. It's all about making the visitor get the feeling of freedom to make a choice.