Maybe we have in the Netherlands other 'criteria' for a website.
Also I work in the business, so I look to it in another way.
For example, a dutch Guitar builder, works on it's own and make beautiful craftmanship:
http://www.dickdijkman-guitardesign.com/
I think a nice, friendly and low-profile website.
I agree that a website who is 'too fancy' is over the top... But you can do a lot with very nice pictures which are made in a creative way.
Of course it will cost money... but it can also trigger new customers, who are NOT familiar with The Heritage.
When you read the for example the 'Guitar Player' you are triggered by nice advertisements with fancy pictures... Yes??? I think you will.
In the same way this will work with a website... But the look and feel Must Breath the real and great craftmanship.
Okay... it's my opinion... But there are a lot of customers outside the USA who have maybe another opinion about this.
Don't get me wrong... I like your enthusiasm for The Heritage guitars, company and employees. But keep a clear opinion!!!