You can purchase Wings, Rings, Pendants, Keys, Pets from
Coins you can earn for Voting, changing online hours, Achievements, daily-weekly-monthly players etc, or you can make donations, its up to you!
Also you can upgrade your items by pressing on your item in web vault and choosing upgrade option
You can add only up to max 2 excellent options to your swords, sets. And three options to rings, pendants..
Also you can luck option to your item, for better chance adding ++ to your item.
You can add only random exc options, so you will not know what options will be added.