Snoop Dogg Launches New Jewelry Line, Lovechild

Snoop Dogg has had an eventful year full of wins, and he’s capping it off with one last launch: a jewelry line. The California native is partnering up with Metal Alchemist and gamma to release Lovechild, his very own unique set of rings, bracelets, and chains with a touches of his signature flair.

The positive name of the collaboration was intentional, as the Doggfather aims to bring light to his consumers with the products. “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 told 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 added, “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

The collection is launching Dec. 6 in retail exclusively at Reeds 57 locations and online at reeds.com. It will also available online at Snoop.Love.

Lovechild has something for everyone, as the initial release consists of the following: the Broadus Ring (which pays homage to his last name), cuban link chains in 3mm and 8mm, the Broadus Ring with prong set stones, and cuban chain bracelets in 3mm and 8mm. Each product is available in gold and silver, and prices range from $188 to $1,388.

Metal Alchemist

Per the site’s official description of the partnership, Lovechild “unites Snoop’s values, Gamma’s empowering vision, and Metal Alchemist’s innovation and craftsmanship. Gamma plays a pivotal role, providing the creative freedom and resources that allow Snoop’s vision to thrive without compromise. It was Gamma that connected Snoop and Metal Alchemist, recognizing the synergy between Snoop’s mission and Metal Alchemist’s integrity and unique approach to jewelry. This collaboration enables Lovechild to uphold an uncompromising standard in design and quality, bringing Snoop’s values to life in every piece.”

Pre-order a piece from Snoop Dogg’s new jewelry line just in time for a holiday gift here!