Can someone help me understand the allure of Trader Joe’s?

I don’t get it. I have a Trader Joe’s nearby but I don’t shop there at all. I’ve never understood what the draw is. I think my resistance to it is that it’s all Trader Joe’s brand items which seems strange to me. I enjoy picking and choosing at the grocery store—trying new brands of items. Can someone help me understand what it is about Trader Joe’s that I’m missing?

Edit: thanks everyone! These are good insights. I think I’ll give TJ’s another shot! Especially for international specialties which seem to be recommended here in quite a few of the comments.