What are you looking for in wheels other than tubeless? Light for climbing? Durable for heavy weight? Larger volume tires for road or gravel? Aero? Easy to mount tires? Common or esoteric parts - impacting ability to easily service? Playing nice with your favorite tire (since there is no universal tire standard - I feel like there are peanut butter-chocolate pairings and those that are more like pralines and D*ck).
In the US, I have been considering a LBS shop build with Light bicycle rims, NEXT cycling, and November cycling builds.