Posting this up in the hope that it helps some people out with photography and general shop appearance.
I got an email from a fellow Etsyian telling me I should take better photos of my products. I thought my photos were good - but she was right - and she confirmed some concerns I had lurking in the back of me mind. She gave me a much needed KICK to start sorting my shop out!!
It is still work in progress.
I hope it helps. hybridhandmade.blogspot.com/2011/05/does-etsy-have-house-style.html