To optimise, or not to optimise?

I'm just finishing off some web copy for a luxury gift retailer. The problem is with the optimisation: generic terms (like, er, 'luxury gifts) aren't going to give us much success against the competition. Instead, I'm focusing on the individual items, some of which are made by very well-known names.

The idea is simple: rather than an unsophisticated blanket approach, this is optimisation as it should be - targeted. However, we're still going to have a crack at using some of those generic term (as well as optimising for the site name). When the site goes live in August, I'll let you know how well it worked.