Drop it like it’s hot: Snoop Dogg is releasing his own jewelry line called Lovechild.
The rap icon created the collection in collaboration with jewelry brand Metal Alchemist and gamma – the music and media company that he’s partnered with. Lovechild launches Wednesday via pre-sale at Snoop.Love. and the collection will be available on Dec. 6 in retail exclusively at Reeds 57 locations and online at reeds.com.
“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,” Snoop Dogg tells The Hollywood Reporter. “The news is quick to bring you bad news, so we are stepping in with a whole new force of love.”
He adds: “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. 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.”
Metal Alchemist says Lovechild is “Snoop’s unique take on jewelry designed for personal empowerment, well-being, and iconic style that’s rooted in American craftsmanship.”
Metal Alchemist founder Carolyn Rafaelian adds: “Snoop, Larry [Jackson] and I built our careers from a shared foundational belief: empower others and change the way things are done. 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 knew bringing us together would spark something extraordinary.”
Jackson — a former Apple Music executive — launched gamma last year, and the company and Snoop Dogg signed a long-term licensing agreement for exclusive rights to market and distribute the Death Row Records catalog, as well as release two Snoop Dogg albums. Gamma also has a joint venture with Usher and L.A. Reid, and has partnerships with Rick Ross’ Maybach Music Group and Rebel Music/Open Shift Distribution, which includes breakthrough rapper Sexyy Red.
“It’s one thing to endeavor to create a new line in any field, it’s another to do so with a captain of industry and a successful entrepreneur by your side. Having Carolyn Rafaelian on the journey of crafting this new jewelry line with us is a true privilege — it is rare to work with a partner who has the expertise and in house capabilities to create the most fully vertically-integrated manufacturing experience. And with my partner Snoop at the peak of his powers, this partnership stands to be an unexpected hit,” Jackson tells THR.
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