The 500 crowns were a very nice gesture, much appreciated! That said, most of the stuff available for purchase in the crown store is of no interest to me. I already sell or donate most of my ESO+ crowns. I have all the (still-sitting-empty-and-unused) houses I will ever need in ESO, don't need scrolls or potion or riding lessons, and definitely don't need any more mounts. I mean, you can only ride one at a time, i don't see why some people love mounts. And don't get me started on non-combat pets. They are distracting at best, reduce performance when you have a bunch of people with them, such as at a big world boss raid.
Given all of the above, here are some things I WOULD actually buy if available in the crown store.
1) hair color pack (can be base game colors but allows you to change them in-game, just like hairstyle pack)
2) more (decent-looking) hairstyles
3) more (decent-looking) costumes. A lot of the costumes available are either over-the-top formal/fancy or very low res or both. But a few have been very nice/lore-friendly, and costumes are very easy to use to switch your look quickly.
4) Level-up packs for new characters. Maybe unlocked only if you have already done the grind at least once or twice on existing characters. For instance, a token to go to level 50, another token to unlock the mage's guild lorebooks, another token to unlock the skyshards, etc. I never played WoW, but I heard they had something like this to take the grind out of rolling a new toon.
5) More personalities
6) ...I don't know, probably more stuff I haven't thought of. Maybe tools/capabilities related to a system for farming alchemy ingredients over time, which could also make homes much more useful.
Interested to hear other people's ideas. What things might you actually pay real money for?