Are the famous brands worth it? Choosing a paper supplier for your photos and fine art prints

What matters to me when I'm looking for a paper supplier for printing my photos and large fine art prints. What do good suppliers offer and what papers should you get for a new printer. Are the famous brands better? Based on many years of printing and testing, there are some key indicators that a business wants to help you get great looking prints. For a deeper look at some of the papers/printers I've looked at see: https://www.northlight-images.co.uk/photography-articles-and-reviews/printing-paper-reviews-articles/