SNOOP DOGG, gamma., METAL ALCHEMIST BRING THE BLING

Snoop Dogg, Larry Jackson's gamma. (not a label) and Metal Alchemist have joined forces for a new line of fine jewelry, Lovechild. Inspired by Snoop's family—notably his wife, Shanté Broadus, and his children and grandchildren—the collection boasts 45 pieces.

In its first month in the marketplace, we're told, the line is giving even Snoop's legendary Death Row catalog (which also happens to be controlled and distributed by gamma.) a run for its money.

"I used to give you CDs and cassettes and things that you could physically hold, but my music, you can't physically hold anymore," Snoop explained to WWD (paywalled) at the line's Hollywood launch party. "You can only hear it. So I want to give you something that you can actually physically hold, put on, and wear. You'll feel love, because that's what it's all about."

Lovechild is a collaboration between Snoop, Metal Alchemist founder Carolyn Rafaelian and Jackson. The collection launched 11/13 via pre-sale at Snoop.Love and will be available in retail exclusively at Reeds' 57 locations and online here beginning 12/6. We're holding out hope for a tiny diamond-encrusted tumbler of gin and juice.