Crystalate Gramophone Record Manufacturing Company Ltd., of 60 City Road, London. 

The label shown is British; there is also an American label of no connection. The British label commenced in 1933, and were cheap - one shilling. Crystalate also produces the Imperial label (qv). Rex put out several thousand records but its slogan, The King of Records, is no doubt a bit presumptuous. As Rust [R] indicates, the promise of the slogan was not kept. There was quite a bit of dance music and popular vocals but very little jazz. But you will find Cab Calloway, Bing Crosby (hardly jazz), and even one record of the Benny Goodman Orchestra under the pseudonym Hollywood Dance Orchestra.  

The label example shown is of poor quality - it shows the label name on a shield supported by two heraldic lions.  
 
Record in collection:

L024 sc3 REX  The King of Records. British Made.
ME2017-A (ME38).  I COULD NOT DO WITHOUT THEE 
Choir of All Saints Church, Margaret Street, London. Dr. W.S.Lloyd Webber, organist and choirmaster.
ME2017-B (ME43).  BE THOUGH MY GUARDIAN AND MY GUIDE  Ibid.