Snoop Dogg releases the Lovechild jewelry collection

Snoop Dogg’s first-ever jewelry line has a reputation he hopes will combat the world’s “anger, negativity and division.”

On Wednesday, the rap icon released her Lovechild jewelry collection in collaboration with jewelry brand Metal Alchemist and its music and media partner Gamma. “Items with a Purpose” serves as a lifelong reminder that love is powerful, intentional, and price carrying with you.

Made in the USA, the six-piece collection includes the Broadus ring, named after Snoop’s real name, Calvin Broadus, a Cuban bracelet and a necklace, ranging in price from $128 to $298.

“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 he said . “The news quickly brings bad news, so we enter with a whole new force of love.”

“Snoop, Larry (Jackson) and I have built our careers on a shared, fundamental belief: to empower others and change the way things are done,” said Metal Alchemist founder Carolyn Rafaelian. “With Snoop’s deep-rooted belief in love as a transformative energy and Metal Alchemist’s commitment to pure, powerful innovations in precious metals, Lovechild was born. Larry knew that putting us together would end in something extraordinary.

Snoop collaborated with gamma. last yr as a part of a long-term licensing agreement for exclusive rights to sell and distribute the Death Row Records catalog and release two Snoop Dogg albums. The company was founded by former Apple Music executive Larry Jackson.

“It’s one thing to try to create a new line in any field, but it’s another thing to do it with a captain of industry and a successful entrepreneur at your side,” Jackson said.

Lovechild might be available for pre-order on Wednesday at Snoop. Love. The collection might be available from December 6 exclusively at 57 Reeds locations and online at reeds.com.