My worst scars are my ankles. They're big, thick and a red/purple kind of colour. Some have dots from stitches too. I try to keep them covered up as much as I can but sometimes when I roll my trousers up to tie shoes or something, my dad and sister usually stare at them and I see the same kind of look in their eyes as you've described.
The best thing to do it use Bio Oil. I used it on my arm and it's great. You have to be patient, use it several times a day for quite a while but they will eventually fade. It's quicker than leaving them to fade on their own.
I'm comfortable with my skin and my scars but I tend to put foundation on them when around other people or if I'm wearing a dress/skirt out and about.