Your store can also have it's own URL now.
For example you could setup store.suthrnjewl.com and rather than it saying:
http://www.auctiva.com/stores/viewstore.aspx?id=6466 it would use your URL.
I would suggest most people use www
www.yourOwnDomainHere.com as the URL, but in your case you already have a site on the www URL, so you can use store.yourDomainhere.com and link to it from your suthrnjewl.com site or just tell people to go to store.suthrnjewl.com, etc.
Or just set up another url alltogether, SuthernjewlStore.com or anything you want. When a buyer goes there it keeps your URL instead of showing like it does now:
http://www.auctiva.com/stores/viewstore.aspx?id=6466