You can fill a shelf with anonymous items from a wholesale catalog, or with products that have a story behind them. The first option is easy and cheap. The second gives the customer a reason to buy specifically from you, and gives you something to talk about.
An anonymous product is everywhere
What you get from a large wholesaler can also be found at five other stores on the same street. There's no story, no maker, no reason to charge more for it. The customer compares it on price, and then you lose out to the webshop or chain.
A maker's brand gives you something to say
Kechballen is a Dutch brand that makes Christmas baubles based on Dutch "pauper classics": a fatbike, a doner kebab roll, a can of lager, an energy drink can, and a host of other designs. Mouth-blown and hand-painted. That's a conversation at the counter, not an item number. The customer remembers where they bought this.
The story works even when you're not there
A product with a story goes home and to the table, and ends up on social media without you spending a cent on advertising. An anonymous bauble doesn't do that. That's the difference between selling something and seeing it again.
Do you want a Dutch maker's brand on your shelf that sells itself? Then become a point of sale via /pages/word-verkooppunt and see how to purchase the collection.