Carlos Santana and LMN Creations launch Santana Now, a jewellery brand rooted in peace and joy

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 (up to $1,595 currently), 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. Jewellery, 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 honour 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 promoting Carlos’s values, the jewelry invites fans from all walks of life to wear the message and live the 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 in precious metals, 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 jewellery,” 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 to see more of the 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.