You have a max amount of characters that you are able to create and every Character has it's unique DATA. So for exemple, if you have completed all the quests / money / level on your first character, and then decided on creating a second character, you will have to redo all the quests. All your money will be at 0 along with the level (you will start at complete 0 again). When creating your character, you will have a whole lot of options, in its own disposition. You can also apply a preset, but you will have to pay for a slot to get a custom skin for your character.