@Zagorath I look for items the players need and for items that are thematic! Anything else matters very little! Certain mundane things could be useful, but magical items are generally more fun! Oh, and if you're willing to balance your encounters for things like "the party refuses to get any kind of armour rune because there are cooler magical items in the magical shop", then it really shouldn't matter too much!
@LiquorFan It would be interesting if it was Shelyn, but I do believe that Shelyn is mentioned in Zon-Kuthon's Starfinder Deity lore! Could of course end up being some kind of retcon!