It's very common to target ecommerce stores like this. Specifically jewellery stores for some reason. Probably because it's a luxury good and somehow botnet owners link that to wealth of the owners. We host tens of thousands ecommerce stores and sometimes get these forwarded. We estimate that our customers receive at least one a month. DDOS attacks are a weekly to bi-weekly occurance for us.
The company I work for owns a site which has a niche community of buyers and sellers. There is a particular guy on there who has a reputation of scaming other users. When the users complain and post negative feedback about him, he threatens our company and follows through with DDoS attacks until the negative feedback/comments about him are removed.