Musician and producer Pharrell Williams has announced the launch of Joopiter, his digital-first auction platform, which will have a focus on rare cultural objects and their stories. The platform was designed in tandem with Alaska Alaska, the late Virgil Abloh’s creative design agency.

First up is a curation of personal items from Pharrell’s own collection, which he has titled Son of a Pharaoh (his father’s name was Pharoah Williams). The objects on sale include a range of fashion items, jewellery, sneakers, accessories and more that give insight into Williams’ natural ability to shape the zeitgeist.

The 52 items on sale reflect his original, outré style (he wore a tuxedo with shorts to the Oscars almost a decade ago, and it still feels relevant) and include a Louis Vuitton multicolour monogram steamer trunk, a gold-plated Blackberry, an 18ct gold-plated PlayStation console, and gold-plated Oakley sunglasses.

His propensity for jewellery stretches to an Asscher cut diamond necklace; a necklace of giant blue sapphires, emeralds, and diamonds; and A Bathing Ape x G Shock gold and silver watches encrusted in diamonds. Notably, several pieces are designed by Jacob & Co, aka Jacob the Jeweller, real name Jacob Arabo, who specialises in creating unique watches and fine jewellery with, in his own words, an ‘unapologetic’ approach to jewellery design. Arabo’s bold, unabashed pieces have also been bought by Notorious B.I.G, Puff Daddy, Jay-Z, Busta Rhymes, Beyonce, and Nigo as well as celebrities such as Naomi Campbell, Bono and Quentin Tarantino.

Pieces by Arabo in the Joopiter auction include a N.E.R.D. (the name of Williams’ former band) yellow gold and diamond chain with a brain pendant crafted from black diamonds and rubies; a Cuban-link necklace with Billionaire Boys Club astronaut with pavé-set diamonds; a pavé-set belt buckle of coloured stones spelling ‘N.E.R.D.’; and an articulated Rubik cube on an 18ct white gold chain.

Joopiter will work in partnership with Black Ambition by donating a portion of proceeds from sales to support Black and Latinx business founders, as well as launching a new business competition specifically for female business founders in the women’s wellbeing, health and fashion arenas.