Client Background
CRISLU is a U.S. jewelry brand founded in 1961, focusing on affordable fine jewelry and cubic zirconia collections. Its product portfolio includes earrings, necklaces, bracelets, rings and other fashion jewelry, with products designed around a premium yet accessible brand position. CRISLU
In addition to its own branded collections, CRISLU has collaborated with internationally recognized licensed brands. Its official website confirms a long-standing Disney by CRISLU jewelry program, with selected styles available exclusively at Disney Parks and through Disney retail channels. CRISLU
For these retail programs, APEX supports CRISLU with customized jewelry display fixtures including acrylic rotating displays, countertop displays, PVC gondolas, metal rotating towers, podiums and illuminated jewelry showcases.
The Challenge
CRISLU’s projects are characterized by relatively small order quantities but a high level of customization.
Rather than purchasing standard fixtures, the client usually provides an initial sketch, visual reference, video or design concept and expects APEX to translate it into a production-ready display.
The main challenges include:
In some cases, the concept provided by the client could not be manufactured directly. APEX therefore had to optimize the structure while maintaining the intended visual appearance.
Our Solution
APEX develops each CRISLU project around the brand identity, displayed jewelry and final retail environment rather than forcing the project into a standard fixture format.
After receiving the client’s reference files, the design and engineering teams evaluate the structure, material combination, production feasibility and visual presentation.
The final solution may combine:
acrylic + metal + PVC + MDF + tempered glass + lighting, depending on the display application.
For branded programs, special attention is given to graphic details. For example, several Disney and CRISLU displays required silver logos printed against a specific blue background, with logo placement on both the header and base carefully controlled.
For structural displays, APEX also optimizes details such as rotating mechanisms, lockable doors, caster systems, load-bearing bases, concealed wiring and integrated lighting.
Development & Production
The typical CRISLU project follows a highly controlled development process:
Client Concept → APEX Engineering Drawing → Drawing Confirmation → Prototype → Functional Testing → Sample Approval → Mass Production
The internal project records show multiple examples of this workflow.
For the Disney acrylic TOC display, APEX first developed the structure based on an existing reference model, then updated the top and base graphics to match the latest Disney / CRISLU branding. After sample approval, the design moved into a 25-piece production order.
A smaller Half-TOC version followed the same approach: prototype first, then another 25-piece production order after approval.
For the PVC Gondola project, the original spotlight concept was later changed to a full illuminated lightbox in order to create more uniform product lighting. The final fixture used a PVC body, a 5 mm clear acrylic top cover and a lockable double-door storage cabinet.
For another four-sided metal rotating display developed for airport duty-free use, the client required white powder-coated metal, lockable casters and fire-resistant materials.
Engineering Details
Because CRISLU displays are used in premium retail environments, many projects involve engineering details that are not immediately visible in a concept rendering.
For example:
These details show why the project requires more than simple manufacturing—it requires close cooperation between design, engineering and production teams.
Project Results
APEX successfully converted CRISLU’s creative retail concepts into manufacturable display fixtures while maintaining the premium appearance required by the brand.
The cooperation covered both prototypes and repeat production.
According to the current project ledger, representative orders include:
The smaller order quantities reflect the nature of the program: these are highly customized branded retail fixtures rather than standardized mass-market shelving.
Client feedback on completed products has focused positively on solid quality and good attention to detail, which is particularly important for jewelry presentation.
Project Highlights
Project Information | Details |
Client | CRISLU |
Market | United States |
Industry | Jewelry / Fashion Accessories |
Project Type | Custom Jewelry Retail Displays |
Typical Order Size | 20–50 pcs |
Representative Materials | Acrylic, Metal, PVC, MDF, Tempered Glass |
Brand Programs | CRISLU, Disney by CRISLU, Peanuts by CRISLU |
Display Types | TOC Displays, Gondolas, Rotating Towers, Podiums, Showcases |
Key Requirement | High customization & premium finishing |
MOQ | 30 pcs |
Typical Lead Time | Approx. 30 days |
Development Process | Drawing → Prototype → Testing → Approval → Production |
