Rap artist 50 Cent on Thursday filed a $5 million lawsuit against a New York-based jeweler, alleging willful trademark infringement and unfair competition.

The action, filed in the U.S. District Court for the Southern District of New York, claims jeweler Maksud Agadjani and his company TraxNYC used the entertainer's likeness and name to hawk an imitation product to the defendant's massive social media following.