Carlos Santana launches Santana Now, jewelry rooted in unity and symbolism

Carlos Santana is putting his name on something more personal than a logo. His new Santana Now jewelry line is built around symbolism, intention and identity, with motifs that include peace symbols, sacred geometry, butterflies, milagros and cross-cultural iconography, a direction that pushes celebrity jewelry beyond merchandising and into meaning-rich design. The debut collection, Unidad, Spanish for unity, is positioned as accessible luxury, with prices reported from $115 to $1,595.

The line first soft-launched online on April 22, 2026 and was set to debut at wholesale at JCK Las Vegas from May 29 to June 1 at Booth 23099 in the Venetian Sands. An autographed Carlos Santana guitar was also slated for display there, a fitting retail-stage detail for a brand that treats the musician’s legacy as part of the product story, not just its marketing. Santana Now is currently sold exclusively through its online storefront, with broader retail and international distribution planned later in 2026.

Behind the collection is LMN Creations, LLC, the jewelry consultancy founded by Noreen Paris. Paris brings more than 30 years of creative leadership in fine jewelry, with experience at Tiffany & Co., David Yurman and John Hardy, and the line was developed in direct creative collaboration with Carlos Santana and Cindy Santana. That matters: the collection reads less like a celebrity side project and more like a brand built with a veteran jewelry hand shaping the details, from metal choices to the balance between symbolism and wearability.

The materials and motifs give the line its emotional weight. Pieces come in silver and precious metals, with versions offered with or without diamonds, and stones including natural diamonds, sapphires and black spinel. Some designs incorporate authenticated wood from the stage built for the 1969 Woodstock concert, a provenance detail that gives the jewelry a tangible link to music history rather than a vague nod to nostalgia. An 18-karat gold collection is planned, suggesting Santana Now is aiming to expand from entry-point pieces into a more fully tiered jewelry program.

Santana tied the concept to the way music and jewelry can both carry feeling. He said jewelry, like music, carries “energy and intention,” while Paris said the line reflects Santana’s message of “peace, unity, and oneness.” A portion of proceeds supports the Milagro Foundation, which funds education, health care, suicide prevention and the arts for children. In a market crowded with celebrity launches, Santana Now stands out because it treats adornment as a vessel for memory, belief and cultural connection.