Rapper, entertainer and entrepreneur Snoop Dogg has launched his latest endeavor – a fine jewelry collection under the name Lovechild, created in collaboration with Metal Alchemist and gamma.
Featuring the artist’s unique take on jewelry, the collection is designed to reflect a sense of personal empowerment, well-being, and features an iconic style that stems from American craftsmanship.
The name of the brand is said to have been specifically chosen by Snoop Dogg to convey a message of unity at a time when it is much needed in the world. “I chose to name the collection ‘Lovechild’ because I felt like the world is so full of anger and negativity and division, and I know that I lead with love,” said Snoop Dogg in a statement. “The news is quick to bring you bad news, so we are stepping in with a whole new force of love.”
All the pieces in the collection were created in partnership with Metal Alchemist and made using the brand’s optimized, clean metals, including gold/gold and vermeil/sterling silver. Made and assembled in Rhode Island, the jewelry capital of America, Metal Alchemist partnered with gamma to serve as their partner in the fine jewelry sector.
“When Larry and gamma connected Snoop and I, it was alchemy—pure creative chemistry,” said Carolyn Rafaelian, founder of Metal Alchemist, in a statement. “At Metal Alchemist, we walk our talk with high-quality American manufacturing right here in Rhode Island, using sustainable practices. With Lovechild, we are channeling the intention, energy, and legacy into something real, something you can carry with you and pass down. That’s the magic we wanted to create with Snoop, and we did.”
“I don’t wear pieces that don’t represent who I am,” added Snoop Dogg in the statement. “Everything has to connect. I wanted to have a brand that could speak to every element of who I am, and (Lovechild) aligns with my role as a peace messenger – showing the world what it looks like when you move in peace.”
“Snoop has really brought jewelry as a style to the forefront of pop culture and hip-hop fashion for years,” said Larry Jackson, co-founder & CEO of gamma, in a statement. “Artists creating brands that are a natural extension of their style and expression, in the most authentic way, is something that will always resonate.”
The debut collection from Lovechild launched earlier this week for pre-sale online at Snoop.Love and will be available exclusively at Reeds 57 stores and online at reeds.com from December 6 onwards.
