The Value of Rarity
For Tyler Moradof, principal of Yafa Signed Jewels, connoisseurship is a conversation between past and present.
As Yafa Signed Jewels celebrates its 40th anniversary in 2025, the house continues to set the standard for museum-quality vintage jewellery.
Co-founded by Maurice Moradof and his mother, Yafa, and now led by Maurice and his son Tyler, the company specialises in signed pieces from the 1930s to the 1980s, with works by renowned jewellers Van Cleef & Arpels, Cartier and Harry Winston forming the heart of its collection.
"The landscape has changed significantly over the past decade," Moradof says.
"Advances in technology, like the rise of social media and online marketplaces, have made it easier for collectors to discover and purchase important pieces from anywhere in the world."
With sourcing offices in Johannesburg and the largest cutting facility in the United Arab Emirates, Yafa has established itself as a global resource for rare stones and significant jewels.
Behind this reach is a commitment to integrity. Each acquisition is supported by decades of expertise, strong relationships within the industry, and a collector's instinct for excellence.
"Lasting value often comes down to a few key factors," Moradof explains. "First, the maison behind the piece - a name like Cartier or Van Cleef & Arpels - carries historic significance and credibility.”
But just as important is rarity. A mass-produced jewel won't hold the same long-term value as one that's scarce or one-of-a-kind.
Caption: VAN CLEEF & ARPELS Manchette Cuff-Bracelet | Credit: Yaf Signed Jewels
"Provenance adds depth and, in some cases, collectability,” says Moradof. “Think of Paul Newman’s Rolex Daytona or a watch owned by John Mayer.”
“While a previous owner doesn’t automatically increase a jewel’s intrinsic value, it often strengthens its story and makes it more compelling in the eyes of a future buyer," he adds.
Moradof is also watching with interest as a new generation enters the market. "There’s a growing appreciation among younger collectors for vintage - not just as a trend, but for the design and craftsmanship that define earlier eras."
Yafa's clients include private collectors and institutional buyers who rely on its expertise to source, evaluate, and acquire significant pieces.
With flagship locations in Palm Beach and New York, as well as additional spaces planned, the company continues to expand without compromising the discretion and depth that have defined it for four decades.
