The chapter uses a Romanian luxury knitwear brand as a pretext to explore the emergence of brands in non-traditional markets and their approach to gaining competitive advantages. The mixed-method approach consists of: (a) a presentation of the case of Amiamalia to underline the challenges, including in value chain management, of an emerging brand in the global market of luxury knitwear, (b) a non-representative consumer survey to investigate cross-market behaviour in the selected market niche, and (c) a comparison of Amiamalia's strategies with other luxury knitwear brands in countries with a rich heritage of craftsmanship (Peru, Mongolia, and Nepal). This study, embedded in the theory of competitive advantage, contributes to understanding how niche luxury brands of non-traditional origin can thrive globally while supporting local communities.