Ten-time Grammy and three-time Latin Grammy winning guitarist and songwriter Carlos Santana and LMC Creations have partnered to create the Santana Now jewelry brand.
Los Angeles—Musician Carlos Santana, the award-winning Mexican-born guitarist and songwriter of the American rock band Santana, has launched a jewelry brand.
Santana Now was developed alongside LMN Creations, a jewelry consultancy founded by Noreen Paris, who held leadership roles at Tiffany & Co., David Yurman, and John Hardy.
Santana collaborated directly with Paris to create pieces of jewelry that translate his message of peace, unity, and spiritual connection into wearable and accessible designs.
“Jewelry, like music, carries energy—it tells a story, where spirit meets beauty, and every piece carries a frequency of intention,” said Santana.
The brand was created to be a lifestyle movement that promotes his values for fans to wear his message and live the meaning, it said.
Carlos Santana and his wife Cindy Blackman Santana wearing pieces from their debut jewelry line Santana Now’s first collection “Unidad”
The debut collection for the brand is titled “Unidad,” which means unity in Spanish.
It features symbolic motifs like peace symbols, sacred geometry, butterflies, and cross-cultural iconography.
Across the 67 pieces, there are necklaces, bracelets, earrings, and rings in sterling silver and 14-karat yellow gold available with and without diamonds and colored gemstones.
Some pieces also incorporate authenticated wood from the 1969 Woodstock stage that can be seen in the peace symbol hang tag.
The stage wood will also be used within the design of higher-end pieces and in limited-edition collections in the future out of respect for the material as it is in limited quantity, the brand said.
Santana played on the second day of the historic festival, closing out the performance that launched the group to fame with “Soul Sacrifice,” a soon-to-be track of the band’s debut album, which landed on the fourth spot of the U.S. Billboard 200 when it was released about two weeks after the event, according to the Woodstock Museum.
Santana went on to secure 10 Grammys and three Latin Grammys.
He was inducted into the Rock and Roll Hall of Fame alongside the classic lineup of the band's first two albums in 1998, becoming the first-ever Hispanic inductee.
He is also a Kennedy Center Honoree, a recipient of Billboard’s Century and Latin Music Lifetime Achievement Awards, and Rolling Stone ranks him as #11 on its list of the “100 Greatest Guitarists of All Time.”
A symbol bead bracelet with sterling silver, gold vermeil, and black beads and a peace sign hang tag using wood from the Woodstock stage ($975)
A petite “Skull” necklace with blue sapphire eyes in sterling silver, which was inspired by Santana’s Mexican roots and the spirit of the Día de los Muertos ($350)
The “Mosaic Peace Sign Butterfly” earrings feature diamond pavé in sterling silver ($375)
A pair of “World Peace” drop earrings in sterling silver ($375)
The “Butterfly” necklace in sterling silver with the reverse seen at right ($895)
A symbol bead necklace in sterling silver with blue and brown beads on a box chain ($1,195)
The “Now” bracelet in sterling silver is Santan’s reminder to live peacefully in the now ($1,895).
“With this collection, we’re not just creating timeless pieces and heirlooms—we’re crafting reminders of light, strength, and purpose,” said Santana.
“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.”
Santana Now is also a supporter of The Milagro Foundation, Santana’s organization that supports under-resourced children around the world by making grants to organizations that work in areas of education, health, and the arts.
“Carlos Santana has moved the world through music, and this collection captures that same spirit in jewelry,” said Paris.
“He has been deeply involved throughout the process, helping ensure each design reflects his message of peace, unity, and oneness.”
The Unidad collection retails from $115.
While it first debuted at JCK Las Vegas, the collection is expanding with new styles each month.
Additional one-of-a-kind pieces and higher-end collections in 18-karat yellow gold are set to debut in the future.
The Unidad collection is available on the Santana Now website.
The brand is planning to expand distribution across retail and international channels later this year.
