If you should stop by booth 23099 at JCK (May 29–June 1), don’t be surprised if you walk away humming the iconic 1970 hit “Black Magic Woman” or 1999’s chart-topping “Smooth.”
Why? Because Carlos Santana will be debuting a jewelry line at the show. Titled Santana Now, the collection is being positioned as an accessible luxury jewelry brand inspired by the music, values, and cultural legacy of the celebrated Mexican American artist, a Rock & Roll Hall of Fame inductee who swept the 2000 Grammys for album Supernatural.
Santana is known for mixing Afro-Latin, blues, rock, and jazz influences to create a signature sound defined by hypnotic rhythms, mystical undertones, and intricate guitar phrasing. And just as his music resonates with audiences of all ages, this jewelry collection can transcend generations.
“Jewelry, like music, carries energy. It tells a story, where spirit meets beauty, and every piece carries a frequency of intention,” Santana said in a statement. “With this collection, we’re not just creating timeless pieces and heirlooms—we’re crafting reminders of light, strength, and purpose.”
Santana Now is the result of a creative venture led by Noreen Paris of LMN Creations, a jewelry consultancy specializing in artist-driven product and brand development. The jewelry was conceived in collaboration with Santana and his wife, Cindy.
“The idea behind Santana Now was never simply about creating merchandise,” Paris tells JCK. “The philosophy behind the brand centered around peace, spirituality, emotional connection, energy, and living with intention, which resonated deeply with both Carlos and Cindy.”
The JCK launch of Santana Now will showcase its inaugural collection, Unidad, which features jewels crafted in silver, natural diamonds, gems such as sapphires and black spinel, and assorted PVD-coated silver beads. And fittingly, some pieces will incorporate authenticated Woodstock wood—reclaimed wood from the stage built for the historic 1969 rock concert, where a not-yet-famous Santana performed.
Motifs such as peace symbols, sacred geometry, butterflies, milagros (Mexican folk charms used for spirituality and healing), and other cross-cultural iconography point to the intention that went into establishing collection’s overall look and feel—and the messages it carries.
“It was about creating wearable symbols connected to peace, spirit, unity, self-worth, love, protection, family, and personal transformation,” says Paris, who is the former senior director of design development and component sourcing at David Yurman and has consulted for such leading jewelry brands as John Hardy and Pandora.
A portion of Santana Now’s net proceeds will be donated to the Milagro Foundation, established by Santana and his family in 1998 to serve children around the world through grants to local organizations that work in the areas of education, health, and the arts.
And it’s that part of his jewelry venture that is particularly important to Santana. As he stated in the release, “That’s the real treasure: turning beauty into blessings.”
Top: Limited-edition peace necklace with epoxy and Woodstock Wood sawdust in silver, $425 for small, $750 medium, $1,495 large; Santana Now
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