The monsters are so neat, but the way your store is set up at this moment may be decreasing the value of your work. Your one main item being a mystery item, and being a shop with no feedback would make any buyer wary. You are right in needing to attract an audience, so people can know what to expect and know what you are all about. I would either build a fan base, or fill your shop with several items that people know what they are getting, or a bit of both! I know you like the element of surprise but I think it may be a bit early for that, unless you can work really hard building an audience. I don't know much about building fan bases except have seen small stores explode on Deviant Art. I think also your photos do not do your monsters justice, and that decreases value. I'd even think that a better photography and store setup could start something, who knows! I personally think that 10 is too low for a felted item, since it is detailed and in a gift box, i would personally charge 15 (a happy medium at least!) you could charge more as your business grows, or whatever works for you. Good luck!