Crislu, the Los Angeles brand with a mission to create “demi-fine” jewellery to suit all occasions and budgets, is looking to extend its footprint in travel retail.
The company’s focus on expansion, especially in airport stores and within the cruise sector, follows a robust +65% increase in sales from its travel retail division in 2023.
Crislu Director of Sales Lorraine Vance put that strong performance down to the company’s astute analysis of the business. “We concentrated on curating the perfect assortments, design innovation and staying perfectly on trend to offer travellers timeless yet contemporary pieces that resonate with their tastes and preferences,” she said.
| Crislu was founded in 1961 after Harold Adamson, an American lyricist and well-known figure in Hollywood – he made a name for himself by crafting memorable jingles and the theme song for the popular I Love Lucy TV show – visited the film studios with his stepson Lloyd Crisfield.
Crisfield was captivated by the glamorous sets and the stars’ jewellery. He considered the impact of jewellery on a woman’s sense of elegance and self-expression, and, just months later, Crislu was born. Crisfield’s mission to create jewellery to suit all occasions and budgets has remained unchanged with his two sons, Bryan and Jeff, at the helm of the business for over 30 years. |
Crislu jewellery, with ranges including earrings, rings, necklaces, bracelets, anklets and hair accessories, features sterling silver, finished in platinum and 18-carat yellow or rose gold. The brand’s collections include jewellery for men and a Crislu x Peanuts line. Disney by Crislu, produced in collaboration with Disney, is available exclusively at Disney theme parks and on www.shopdisney.com.
The brand uses high-grade cubic zirconia to mimic the brilliance and light refraction associated with diamonds and offers a lifetime warranty on all its pieces. The jewellery is 100% hypoallergenic, designed to be worn in the shower, swimming pool or the beach. All products are designed in and shipped out of Los Angeles. Gift boxes and packaging are made from recycled products and are recyclable.
Crislu boasts a strong following on social media and strong brand recognition and loyalty.
“We have cultivated a loyal community of enthusiasts who not only appreciate our craftsmanship but also resonate with our brand values,” Vance said.
“This loyal following serves as a strong foundation as we expand our footprint in travel retail. By leveraging our existing fan base and engaging with potential customers through our designs and our social media presence, we will not only retain our loyal supporters but also attract new fans who seek quality, elegance and affordability in their jewellery choices.”
Crislu will highlight its latest Spring/Summer collections from 14-17 April at the IAADFS Summit of the Americas at Palm Beach County Convention Center in Palm Beach, Florida (Booth 901).
Vance described the latest pieces as “innovative, versatile, modern, and priced to sell”. The Flip & Flair range offers pieces in two-tone platinum and 18k yellow gold while Candyland presents new designs in three colourways.
The collections also includes Ray-diance, Luxe Pearls, Platinum Glitter, Gold Glimmer, Hues, Platinum Flew, Gold Flex, Bliss Anklets, Platinum Glaze, Gold Glaze, and Grace.
According to Vance, Crislu is developing bespoke displays for airports to optimise brand presentation and sell through. Crislu collaborates with several airlines including EL AL, Virgin, Aero Mexico and Air Canada and discussions are ongoing to increase its availability on cruise ships. Travel retail exclusive pieces, which include the brand’s bestselling tennis bracelet and stud earrings, are already available and the range of exclusive pieces is likely to be extended.
Vance believes Crislu is a perfect fit for the travel retail channel. She said the brand “fills a void in the demi-fine jewellery category. Its pieces are everyday wear; they are giftable and can also target emotional purchases. For those customers who are less affluent, Crislu can be rated as fine jewellery while for our more affluent consumers, Crislu offers everyday wear while the diamonds are kept in the safe.”
While in a “very competitive market”, Vance is adamant that Crislu is able to maintain its strong position as a sought-after brand because of its commitment to quality and design.
“Our jewellery is all designed in-house here in Los Angeles,” Vance added. “We offer a lifetime guarantee to underline our commitment to top-quality pieces. Crislu has been around since 1961; that in itself speaks volumes. I believe there are few brands that can match our commitments.” ✈
