20% is pretty OK, most business make less. No it doesn't create much cushion though!
We had a bike shop from 1991 to 2000 and it was the only bike shop in Wellington to avoid going bust - http://www.frot.co.nz/cs/cycle_services.htm#history
Now we have an online business selling food supplements - http://www.naturefoods.co.nz/
Oh NZ! I hear import taxes are murtherous.
Congratulations on being the last man standing :) did you then sell the shop for larg summs?
I went the AM route a few months ago (because my budget was too low to start selling my own products retail - but that project is still pending).
Your online shop is nicely organized and looks tidy. How's CTR and conversion?
I must say i love dark themes and have used a darker theme for a while but was later told light themes ''inspire'' more thrust. Did you do any testing on that? I haven't had the chance yet but will try it in the future as i'd preffer to use a dark theme.