Carlos Santana debuts accessible luxury jewelry line Santana Now at JCK Las Vegas

Carlos Santana is taking his spiritual brand into jewelry that is priced for real life, not red-carpet fantasy. Santana Now will make its wholesale debut at JCK Las Vegas from May 29 to June 1 at Booth 23099 in The Venetian Expo, with an opening assortment that starts at $115 and tops out at $1,595.

The collection, called Unidad, Spanish for unity, is built around symbols Santana has used for decades: peace signs, sacred geometry, butterflies, skulls and cross-cultural motifs. The pieces are made in precious metals and come with or without diamonds and gemstones, which gives the line a broader range than many celebrity launches that lean hard on one look or one price tier. Here, the brand is clearly aiming for the kind of daily rotation jewelry buyers actually wear, from an entry-level pendant or charm to a more finished piece with diamonds.

That strategy is strengthened by the material story. Some designs include authenticated wood from the stage built for the 1969 Woodstock concert, and at least one peace necklace incorporates sawdust from that original stage. Those details give the collection more than a logo or a likeness: they tie the jewelry to a specific cultural moment and to Santana’s long-running association with peace, music and collective memory. The line also has an 18-karat gold collection planned, signaling that Santana Now wants room to grow beyond its opening price point.

Santana Now was developed by LMN Creations, the jewelry consultancy founded and solely owned by Noreen Paris, in direct creative collaboration with Santana and, the brand says, his wife, Cindy Santana. The company has already launched ecommerce at santananow.com, where it says the line is currently sold exclusively before broader retail and international distribution arrive later in 2026.

A portion of proceeds will support the Milagro Foundation, the charity Santana founded with his family in 1998 to help under-resourced children in the arts, education and health. An autographed Carlos Santana guitar will also be on view at Booth 23099, underscoring the project’s blend of memorabilia and fine-jewelry ambition. What Santana Now suggests, in the most consumer-friendly terms, is that intention-driven storytelling is becoming more than branding language: it is now a sales strategy for accessible luxury, where sentiment has to be matched by wearability, price and materials.