The website conveys exactly what they want it to. Read the quotes they place above each product and you'll get it. It isn't about online commerce, its about a buying experience that's different from Tulsa's bigger & more is better & better mentality.
I understand the idea of website to draw attention to a store rather than be a tool for direct revenue, however, theirs is just too simple, and gives no indication of what the store is. Do they sell retro electronics? Some weird bowl art thing? Is it high end kitchen accessories? Oh, and a book; that's random. It is a cool website that is mostly useless, and based on that I couldn't imagine going there because I have no idea what they sell. Their site needs focus and a clearly defined mission, which it lacks. It's just simple chic to the point of uselessness. Seriously, I have no clue what kind of store it is or why I would go there, so I won't.