Hip-hop icon Snoop Dogg has added a new venture to his illustrious career with the launch of Lovechild, a fine jewellery collection designed to inspire personal empowerment, well-being, and timeless style. Created in collaboration with Metal Alchemist and gamma., Lovechild reflects Snoop’s unique vision and commitment to spreading positivity and love.
The collection, which features meticulously crafted rings, chains, and bracelets, is available for pre-sale starting today at Snoop.Love. For those eager to see the pieces in person, Lovechild will be available exclusively at Reeds Jewellers’ 57 locations and online at reeds.com beginning December 6th.
The brand name, “Lovechild,” was chosen by Snoop himself and carries a profound message. “The world is full of anger, negativity, and division. I chose ‘Lovechild’ because I lead with love,” Snoop shared. “This collection is my way of stepping in with a whole new force of love.”
A Commitment to Quality and Meaning
Lovechild’s pieces are infused with intention and energy, designed for everyday wear while serving as a beacon of empowerment. Partnering with Metal Alchemist, the collection uses gold, gold vermeil, and sterling silver—metals optimised for wellness and sourced sustainably. All pieces are conceived and assembled in Rhode Island, often regarded as the jewellery capital of America.
The partnership between Snoop Dogg, Metal Alchemist, and gamma. was nothing short of magical. Carolyn Rafaelian, founder of Metal Alchemist, described the collaboration as “alchemy—pure creative chemistry.”
She elaborated, “At Metal Alchemist, we pride ourselves on high-quality American manufacturing and sustainable practices. Lovechild encapsulates intention, energy, and legacy. With Snoop, we’ve created something that is not just jewellery but a meaningful extension of one’s identity.”
Snoop’s Vision and Legacy
Snoop Dogg has been a cultural trailblazer for decades, using his platform to influence style, peace, and self-expression. He emphasised the importance of authenticity in his designs: “I don’t wear pieces that don’t represent who I am. Lovechild speaks to every element of who I am, especially my role as a peace messenger.”
Snoop’s collaboration with Metal Alchemist and gamma. is not just a business venture but a statement on creative freedom and innovation. Larry Jackson, Co-Founder & CEO of gamma., highlighted the synergy: “Snoop has always been a style icon in pop culture and hip-hop fashion. Lovechild represents a new era where artists authentically extend their vision into impactful brands.”
Lovechild isn’t just about aesthetic appeal—it’s about connection, meaning, and passing down a legacy. Designed with intention and rooted in American craftsmanship, this collection is set to redefine what jewellery means in today’s culture.
For fans and jewellery enthusiasts alike, Lovechild promises to be more than just adornment—it’s a symbol of unity, positivity, and empowerment in a world that could use a little more love.
