Be honest. Be clear. Be original.
Everyone likes pretty products, and that's the problem. Anyone can make "pretty". It's much harder to do "beautiful", which is more than skin-deep. Beauty comes from being honest about your products—in how you develop them, in what they offer, in how you communicate and sell them. And that also means being original. There's a fine line between being inspired and making knock-offs—some of it can be decided in the court of law but most of it is really up to you to make your own judgment. But if your work isn't original, then you can't truly be honest with yourself; being a "designer" would just be a title, not a passion.