I definitely agree that an investment in upgrading the web site would be most worthwhile:
1) Better presentation (multiple larger images) of the current product range;
2) An explanation in text, supplemented by diagrams and photographs, of the differences between the various lasts. This shouldn't be some secret code that the potential consumer must tediously work at breaking.
3) Transparency in the ordering process - make it easy for me to see, with a few clicks, what the ordering process involves.
I don't really have any meaningful suggestions about the products, other than to again echo the comments above: don't ever sacrifice quality in a desire to increase production. At present the quality is evident, appealing and most gratifying. Design is also a definite strong point - a good range from conservative to bold.