The page itself seems to be search-engine friendly: lots of text to spider with major keywords and phrases included...
The HTML looks okay.
However, your site has a Google PageRank = 1, which is low (on a scale of 1 to 10).
Using allinurl:
www.awl-leather.com, Google shows about 17 links to your home page, all of them from within your own website.
However, using +"www.awl-leather.com" shows about 535 links to you... most of these link using your title "The Emporium".
Which search phrases are best for you at present? Which are worst? Have you seen a recent change in these?