About Us

WELCOME TO SANTANA & CO

More Than Just Jewelry, It’s a Legacy

Jewelry has always been more than an accessory—it tells a story, carries a memory, and connects us to who we are. For me, it all started with my father, Juan Santana. A proud Dominican immigrant, a sharp businessman, and a man who knew the power of a good gold chain. His jewelry wasn’t just about fashion—it was culture, history, and identity. When I inherited his pieces, they became more than gold; they became a way to keep him with me. And that’s exactly what Santana & Co is all about.

This brand isn’t just mine—it’s ours. Built with and for the community that has supported me every step of the way. Every piece is designed with intention, from our culturally rooted Azabache necklaces to our round-backed piercings that actually fit small ears (because we know the struggle is real).

Santana & Co (short for Community, because that’s what we’re building here) was born from love, legacy, and a little bit of risk. After years of running multimillion-dollar campaigns for global brands, I traded in the corporate world for a dining table in Puerto Rico, $15K from my 401k, and a dream. No investors, no safety net—just a deep belief that jewelry should mean something. That it should feel like home.

Our logo? That’s my dad’s signature—a reminder that he’s still here, celebrating every milestone with us. If he were alive, he’d be my right hand and my biggest investor. But I know he’s proud. And if you’re rocking a Santana & Co piece, you’re not just wearing jewelry—you’re carrying a story, a legacy, and a little piece of our community with you.

• ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION •

A message from our founder

Santana & Co was born from culture, style, and a deep sense of pride.
My dad taught me that jewelry isn’t just something you wear—it’s how you show up in the world. Loud, proud, and rooted. I built this brand with that same energy, creating pieces that feel like home and speak to who we are.
This is for our community—for the ones who carry legacy in every look.

Welcome to the family. 💛

• ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION • • ROOTED IN HERITAGE, DRIVEN BY PASSION •

THE THINGS THAT MOVE US

COMMUNITY

Born from the heart of Puerto Rico and fueled by Latino pride, Santana & Co. is more than jewelry; it's a strong connection to our shared heritage. We are a vibrant, unapologetic community, woven together by creativity and a deep pride in our roots. Our jewelry—a bold statement of who we are—shines as brightly as our collective spirit, bridging cultures and forging a legacy, one exquisite bold piece at a time.

PEOPLE OF COLOR

Inspired by the strength and diversity of people of color, Santana & Co. celebrates their stories and power of self-expression. Our designs resonate with all who embrace their unique identity. With each piece, we reinforce the message that luxury belongs to everyone, elevating fashion with jewelry created “by us, for us.”

INDIVIDUAL FASHION

For Santana & Co., each piece is more than an accessory; it's a statement of self. Designed for those who express without fear and demand quality without compromise, our jewelry empowers you to own your narrative and unique style.

Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco Rooted • Bold • Real • Follow us on IG @Santanaandco