You don’t indicate what type of plug-in you are interested in – an effect or a soft-synth?
If you have no experience with plug-ins then I would suggest you go low budget until you have an idea of what you want.
To this ends I would suggest you check out some freeware at Don’t Crack:
http://www.dontcrack.com/freeware/
or, pick up a latest issue of Computer Music magazine as they bundle a nice selection of “magware” that will keep you busy (“magware” being fully functional and free, but feature limited versions of plug-ins from popular or up and coming software vendors.)
If you’re already dialed in and just want recommendations of vendors, my personal faves are:
Audio Damage – EOS and Replicant
Camel Audio – Camel Space and Camel Phat (grab the free CamelCrusher)
Fab Filter -Volcano (and I really want Saturn)
Native Instruments – too many to pick from…
u-He – love Zebra, and Ace, but would suggest you b-line for Diva