Snoop Dogg launches a new Lovechild jewelry collection

Snoop Dogg is entering a new business enterprise. This week, the rap legend announced his new jewelry line, Lovechild, in collaboration with jewelers Metal Alchemist AND gamma.

“I decided to name the collection Lovechild because I felt like the world was full of anger, negativity and division, and I know I lead with love,” Snoop Dogg said in a press release. “The news quickly brings bad news, so we enter with a whole new force of love.”

Reportedly inspired by his wife, children and grandchildren, the rapper-turned-entrepreneur describes the collection as a product of affection. Although his family was the source of inspiration, Snoop Dogg emphasized that that they had no input within the creation of those works.

“They don’t need to seek opinions because then we would never publish this issue,” he joked. in accordance with People magazine. “It’s a partnership, so the energy of my family is me. I bring their energy to the table. I do know what my wife, children, grandchildren want. I represent them because I’m the king of the family. So it’s my job to make sure that it’s presented the appropriate way.”

Metal Alchemist describes the collection as “Snoop’s way of making love a reality; something you can hold, wear and share” through unique jewelry designed “for personal empowerment, well-being and iconic style.” Lovechild consists of 45 works, each inspired by members of his family, including his three children – Corde (30), Cordell (27) and Cori (25) – whom he shares along with his wife, with whom has been for 27 years, Shante Broadus. Snoop also has a 26-year-old son, Julian, from one other relationship and is the grandfather of seven grandchildren.

“Lovechild is a child created out of love,” the rapper said Hollywood reporter. He added: “I select to guide with love… for the kid who still lives in me, for the kid who lives in each of us. I desired to have a product that I could share with the world that spoke to each element of who I’m at this point in my life.

“I do not wear clothes that do not reflect who I’m. Everything has to return together. I wanted a brand that would speak to each element of my personality and (Lovechild) suits into my role as a messenger of peace – showing the world what it’s prefer to move in peace,” he continued.

Snoop Dogg’s “Lovechild” is now available for pre-order at Snoop. Love and shall be available at Reeds online and in person on December 6.