Key takeaways
• Carlos Santana has launched Santana Now, an accessible luxury jewelry brand and lifestyle movement focused on peace, joy, and unity.
• The collection features the Unidad debut line, incorporating symbolic motifs and authenticated Woodstock wood, with prices ranging from $115 to $1,595.
• Proceeds from the brand support the Milagro Foundation, which aids under-resourced children in education, healthcare, and the arts.
(LOS ANGELES, CA) – SANTANA NOW, an accessible luxury jewelry brand and lifestyle movement inspired by the artistry and cultural legacy of Carlos Santana, has officially launched with an e-commerce site at www.santananow.com and will debut at wholesale to retailers attending the JCK Las Vegas Show at the Venetian Sands, May 29 – June 1, 2026, in booth 23099. Developed by LMN Creations, a jewelry consultancy founded by Noreen Paris, and conceived in direct creative collaboration with Carlos Santana himself, SANTANA NOW translates Carlos’ message of peace, unity, and spiritual connection into wearable design. Consumers can join the movement for as little as $115 (currently up to $1,595), with additional high-end collections in 18K gold coming soon. The jewelry also utilizes authenticated Woodstock wood and proudly supports Carlos Santana’s Milagro Foundation.
“Jewelry, like music, carries energy—it tells a story, where spirit meets beauty, and every piece carries a frequency of intention,” says Carlos Santana. “With this collection, we’re not just creating timeless pieces and heirlooms—we’re crafting reminders of light, strength, and purpose. It’s an honor to align with Noreen to bring these masterpieces of joy to life. Through this energy, we’re able to give back—to help children through The Milagro Foundation in areas like education, health care, suicide prevention, and the arts. That’s the real treasure: turning beauty into blessings.”
Conceived as a lifestyle movement that promotes Carlos’s values, the jewelry invites fans from all walks of life to wear the message and live its meaning. The debut collection, Unidad (Spanish for unity), incorporates symbolic motifs such as peace symbols, sacred geometry, butterflies, and cross-cultural iconography. Each piece is crafted from precious metals and is available with or without diamonds and gemstones. Additionally, some pieces will incorporate authenticated Woodstock Wood, wood from the historic stage built for the famed 1969 rock concert.
“Carlos Santana has moved the world through music, and this collection captures that same spirit in fine jewelry,” said Paris. “Carlos has been deeply involved throughout the process, helping ensure each design reflects his message of peace, unity, and oneness.”
The brand is currently and exclusively available at SantanaNow.com. Expanded distribution across retail and international channels is planned for later this year. To learn more or see more designs, visit www.santananow.com. At JCK Las Vegas, explore Santana Now and view an autographed Carlos Santana guitar at the National Chain booth #23099.
About SANTANA NOW
SANTANA NOW is an accessible luxury jewelry brand inspired by the life, music, and message of Carlos Santana. The brand expresses themes of unity, peace, oneness, and love through modern, meaningful design. www.santananow.com
About LMN Creations, LLC
LMN Creations is a jewelry consultancy founded by Noreen Paris, specializing in developing artist-driven brands from concept through launch. With nearly 30 years in the luxury jewelry industry, Noreen Paris brings deep expertise across design, product development, innovation, merchandising, and global retail partnerships. Her experience includes leadership roles at iconic brands such as Tiffany & Co., David Yurman, and John Hardy, laying the foundation for craftsmanship, storytelling, and elevated brand positioning. www.lmn-creations.com
Santana recently marked the 50th anniversaries of his groundbreaking album Abraxas and his iconic Woodstock performance, as well as 25 years of Supernatural. Santana is currently working on a new album with Sony Music Latin featuring collaborations with some of Mexico’s biggest contemporary artists, including Carin León and Grupo Frontera.
This summer, Santana and The Doobie Brothers will embark on the Oneness Tour, bringing together two of classic rock’s most enduring and celebrated acts for a special run of dates across North America. He also continues his multi-year residency at House of Blues at Mandalay Bay Resort and Casino in Las Vegas.
