Snoop Dogg is going for gold with his new jewelry collection Lovechild, which he’s hoping will design and manufacture the medals for the 2028 Olympics in Los Angeles.
Tha Doggfather launched his new business endeavor — a collaboration with Metal Alchemist and gamma. — in Hollywood, California on Wednesday (November 13), where he spoke to HipHopDX about his lofty ambitions for the budding brand.
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“Let me put our bid in right now. The Olympics, IOC [International Olympic Committee], we want to do the medals for the Olympics in 2028,” said Snoop, who was a ubiquitous presence at this year’s Summer Olympics in Paris as a special correspondent for NBC and unofficial cheerleader for Team USA.
“Cut the shit — we asking y’all right now, early in the game. Y’all would want to do that ’cause y’all gonna be in L.A. I’m just gonna say it like that.”
While it remains to be seen whether Lovechild will secure the coveted gig, Metal Alchemist has already made its mark at the Olympics thanks to a head-turning chain that Snoop wore at a pre-Olympics event in Paris this past summer.
As the company’s founder Carolyn Rafaelian explained, the custom medallion — which features a globe adorned with a replica of the Statue of Liberty’s crown — was made with original copper from the iconic New York City landmark.
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“In 1986, there was a restoration to the Statue of Liberty commissioned by Ronald Reagan. From that restoration, all of [Lady Liberty’s] original bones came out — they call it the iron skeleton. Each one had to be taken out and replaced two at a time. That was stored and preserved for 30-plus years,” she said.
“When there was a fold in her gown, her garb, there was a fold in that barn. So when some of that copper that needed to be replaced over the years, it came out … and all of those artifacts, by the grace of God, ended up in my hands.”
Rafaelian added: “I had the most sovereign metal in the world which represents liberty and lighting the world. What do you do with that? And then God puts Snoop in my path and the first piece I ever made was that piece he wore to the Olympics. That’s how this whole thing started.”
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Elaborating on the inspiration behind Lovechild, Snoop Dogg told DX: “The concept is something that I came up with, considering that I felt like I am the lovechild. We just want to put something different in the air that is not so much about me just being a [spokesmodel]; this is more of a partnership of real creation from scratch.”
The rap legend holds the jewelry collection near and dear to his heart and says it’s all designed around love — love for his wife, his children, his grandchildren and people across the world who’d like to feel connected to him, no matter their race.
“[This collection is about] letting love be the first thing that you think of when you think of me,” he added. “The jewelry line is more about me, it’s personal. My family, my wife, my kids, everything.
“We’re gonna have certain pieces come out that’ll be a king, a queen, a prince and a princess. So it’s more or less about royalty, family, love and just being a big old kid.”
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Lovechild pieces will be available on December 6 at all Reeds Jewelers locations, as well as their website.
Additional reporting by Andy Bustard.
