£8.00 for a mounted figure is realistic? Both his nearest competitors charge half that price.
I live in a city with a couple of one man operations producing figures in a range of periods at less than half his prices. Its the old biro problem again. Make it expensive and you won't sell many, thus substantiating (dialectically almost) your high prices. Sell more cheaply and you will sell a lot more. The lower profit margin will be more than compensated for by the greater sales