Snoop Dogg Starts Up New Jewelry Line Named Lovechild

Snoop Dogg has partnered with jewelry brand Metal Alchemist and the media company gamma for a new jewelry collection called Lovechild. A pre-sale for the rapper’s Lovechild line launched on Wednesday (November 13) via Snoop.Love, while the jewelry collection will be available for retail purchase on December 6 exclusively at Reeds 57 locations and their online store. “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 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.” Metal Alchemist founder Carolyn Rafaelian says, “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.” (The Hollywood Reporter)