I think I built it to show the content properly, but now I need to make it show up in search..
That right there is the key to this thread. You need to first find which keywords are being searched via Google Keyword Tool, then optimize your site for perhaps two of these top terms.
A good place to put those other keywords would be image names and images description copy (if you put copy below the image to describe it). So instead of just Mickey-Cards.jpg you would replace cards with alternate keyword. Image names are not real high on Google's list, but it will help to build out a broader keyword list without messing up the flow of your page. Also, now looking at your site, you have images with item numbers below that. Would it be too much to add some text below the image and above the item number. Smaller font, not bold, but italic?
Also, no-follow links (twitter, facebook, etc) are a good place to put alternate keywords. They don't pass juice, but are still counted as referrals. Use this same logic when building all your links. Very important links use your tier 1 keyword, lesser links, use alternative keywords.