Snoop adds another venture to his business portfolio
Snoop Dogg expands his ventures with another partnership as he decides to join Metal Alchemist jewelry brand as well as Larry Jackson’s Gamma to create his very own jewelry line.
The brand, which is named Lovechild, will be launched on December 6 and will be available in all Reeds Jewelers stores and on their website.
“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 told The Hollywood Reporter. “The news is quick to bring you bad news, so we are stepping in with a whole new force of love.”
He added: “Lovechild is a child created from love — while the world is so full of anger, negativity, and division — I’m choosing to lead with love…for the child that still lives within me, for the child that lives within everyone. I wanted to have a product I could share with the world that speaks to every element of who I am at this point in my life.”
Metal Alchemist described Lovechild as “Snoop’s unique take on jewelry designed for personal empowerment, well-being, and iconic style that’s rooted in American craftsmanship.”