I have no idea whether they're in trouble or not, but the Creation idea is not necessarily symptomatic of that; it could just be that they're trying to offer something unique in the marketplace. They say that Creation pieces will reach the customer in 10 days, so they must have the gold and gemstones standing by, ready to be made up.
In principle, I think it's a good idea. I have just ordered by first Creation earrings, and am looking forward to seeing how it works out.