Snoop Dogg, known for his impactful music and vibrant personality, is launching a jewelry line called “Lovechild.” Collaborating with Metal Alchemist and music company gamma., Snoop’s collection includes rings, bracelets, and chains designed to spread positivity and resilience. Lovechild will be available for pre-order on Snoop.Love starting Wednesday, with a full release on December 6 exclusively at Reeds’ 57 retail locations and online at reeds.com.
Lovechild Collection by Snoop Dogg Blends Style with a Message of Positivity
“I chose to name the collection Lovechild because I felt like the world is so full of anger and negativity,” Snoop shared with The Hollywood Reporter. “The news is quick to bring you bad news, so we are stepping in with a whole new force of love.”
Snoop, an icon who has continually reinvented his style, is using this collection to express a meaningful part of himself. “Lovechild is a child created from love. I’m choosing to lead with love…for the child that still lives within me, for the child that lives within everyone,” he explained, describing how the collection reflects his personal journey. “I wanted to have a product I could share with the world that speaks to every element of who I am at this point in my life.”
The collection was designed in partnership with Metal Alchemist, a jewelry brand known for its craftsmanship and commitment to quality. Metal Alchemist founder Carolyn Rafaelian noted that she, Snoop, and gamma. founder Larry Jackson share a common mission: “empower others and change the way things are done.” Rafaelian explained that “with Snoop’s deep-rooted belief in love as an energy that transforms, and Metal Alchemist’s dedication to crafting clean, powerful precious metal innovation, Lovechild was born.”
Larry Jackson, who previously held an executive role at Apple Music, emphasized the significance of this collaboration. “It’s rare to work with a partner who has the expertise and in-house capabilities to create the most fully vertically-integrated manufacturing experience,” he said. “And with my partner Snoop at the peak of his powers, this partnership stands to be an unexpected hit.”
Lovechild will include pieces like the “Broadus Ring,” named after Snoop’s family name, along with Cuban link chains and bracelets in gold and silver. With prices ranging from $188 to $1,388, Lovechild aims to bring Snoop’s values of unity and self-expression to a wide audience, just in time for the holidays.