Guitarist and songwriter Carlos Santana, a ten-time Grammy and three-time Latin Grammy winner, partnered with LMC Creations to create the Santana Now jewelry brand.
Santana Now was developed in collaboration with LMN Creations, a jewelry consulting firm founded by Noreen Paris. Noreen held leadership positions at Tiffany & Co., David Yurman, and John Hardy.
Santana collaborated directly with Paris to create jewelry that translates his message of peace and unity, as well as spiritual connection, into wearable and accessible designs.
«Jewelry, much like music, carries energy and tells a story. Where spirit meets beauty, and every piece bears a frequency of intention,» Santana stated.
The brand was created to be a lifestyle movement that promotes its values. So that fans can wear its message and live its meaning, according to the announcement.
The brand's first collection is titled «Unidad», which means «unity» in Spanish.
A bracelet with symbolic beads made of 925 sterling silver, gold vermeil, and black beads. It also features a wooden tag with the peace symbol from the Woodstock stage (975$)
It includes symbolic motifs such as peace symbols, sacred geometry, butterflies, and cross-cultural iconography.
The 67 pieces in the collection include necklaces, bracelets, earrings, and rings made of 925 sterling silver and 14-karat yellow gold. They are available with or without diamonds and gemstones.
Some pieces also incorporate certified wood from the 1969 Woodstock stage, which can be identified on the label by the peace symbol.
The wood from the stage will also be used in the design of higher-end pieces and limited-edition collections in the future, out of respect for the material, as its quantity is limited, the brand stated.
Santana played on the second day of the historic festival, closing the performance that catapulted the band to fame with «Soul Sacrifice»—a track that would soon be included on the band's debut album, which reached number four on the US Billboard 200 when it was released about two weeks after the event, according to the Woodstock Museum.
Santana continued to win. 10 Grammy Awards and three Latin Grammys.
In 1998, he was inducted into the Rock and Roll Hall of Fame along with the classic lineup of the band's first two albums, making him the first Spanish-speaker ever inducted into the Hall of Fame.
He is also a Kennedy Center Honoree and a recipient of Billboard's «Century» and «Latin Music Lifetime Achievement» awards, while Rolling Stone magazine ranks him 11th on its list of the «100 Greatest Guitarists of All Time.».
«With this collection, we are not simply creating timeless pieces and heirlooms — we are crafting memories of light, strength, and purpose,» Santana stated.
«It is an honor to collaborate with Noreen to bring these masterpieces of joy to life. Through this initiative, we can give something back. To help children through the Milagro Foundation in areas such as education, healthcare, suicide prevention, and the arts. This is the true treasure: turning beauty into blessings.
The "Butterfly" necklace in 925 sterling silver, with the back view shown on the right (895$)
Santana Now also supports the Milagro Foundation, Santana's organization that helps underprivileged children around the world by awarding grants to organizations active in the fields of education, health, and the arts.
«Carlos Santana has moved the world through music, and this collection captures that same spirit in jewelry,» Paris said.
«He has been deeply involved throughout the entire process, helping ensure that every design reflects his message of peace, unity, and wholeness.»
The «Unidad» collection is available at prices starting at $115.
Although it made its debut at the JCK show in Las Vegas, the collection is enriched with new models every month.
In the future, additional unique pieces and higher-end collections in 18-karat yellow gold are expected to be presented.
The «Unidad» collection is available on the Santana Now website.
The brand plans to expand its distribution to retail stores and international sales channels later in the year.
Source: nationaljeweler.com
