The European Fine Art Fair (Tefaf) in Maastricht is shifting focus, welcoming contemporary jewellers like Santi, Ana Khouri, and Cora Sheibani alongside traditional luxury names such as Van Cleef & Arpels and Buccellati. This strategic move reflects a broader effort to attract younger, historically curious collectors.

Unlike other global fairs, Tefaf maintains exclusivity with strict vetting processes, requiring lab verification for high-value stones. Participation is limited — fewer than half of applicants are accepted — which boosts exhibitor credibility and draws serious buyers. The fair's unique blend of periods and cultures offers collectors a cross-category experience.

Emerging jewellers see Tefaf as a strategic platform for brand building and networking rather than immediate sales. Experts note that this blending of old and new signals the end of siloed collecting. Contemporary craftsmanship gains legitimacy when displayed alongside centuries-old artistry, strengthening market appeal.

What’s next? Watch for how newer brands leverage Tefaf’s curated environment to cement long-term client relationships and elevate perceived value through association with historical masterpieces.