Snoop Dogg is expanding his entrepreneurial portfolio with the launch of his new jewelry line, Lovechild. The collection, created in collaboration with jewelry brand Metal Alchemist and music and media company gamma., reflects Snoop’s vision of unity and love. 

Pre-sales for Lovechild began Wednesday, November 13, online. The brand will officially be available on December 6 at Reeds Jewelers’ 57 retail locations and online at reeds.com.

According to the “Drop It Like It’s Hot” rapper, the name "Lovechild" was chosen to counteract negativity and division. “I felt like the world is so full of anger and negativity and division, and I know that I lead with love,” he said in a press release. “The news is quick to bring you bad news, so we are stepping in with a whole new force of love." The collection, designed to be part of everyday wear, features rings, chains, and bracelets crafted from Metal Alchemist’s optimized metals, including gold, vermeil, and sterling silver—all made in Rhode Island.

Carolyn Rafaelian, founder of Metal Alchemist, praised the creative synergy behind the project. “When Larry [Jackson] and gamma. connected Snoop and I, it was alchemy—pure creative chemistry,” Rafaelian said. “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.”

Snoop echoed the sentiment, explaining his personal connection to the brand. “I don't wear pieces that don't represent who I am. 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.” 

Larry Jackson, Co-Founder and CEO of gamma., emphasized the significance of this collaboration: “Artists creating brands that are a natural extension of their style and expression, in the most authentic way, is something that will always resonate."