When Jaclyn Sienna India founded Sienna Charles, her boutique travel concierge, in 2008, she hoped to succeed by projecting confidence. Initially, despite receiving inquiries from potential clients, she had no actual clients and often had to create an illusion of activity to maintain credibility.
Fast forward sixteen years, and her strategy has proven successful. Today, India serves high-profile clients, including global leaders and celebrities, catering to wealthy individuals making over $100 million annually. To address what she offers that her clients cannot secure themselves, India emphasizes the importance of personal care and connection in her business.
“My clients have significant influence and connections, but what truly drives success is care,” she shared. With a background as a server, India understands what resonates with people, making attentiveness a key focus of her services.
Sienna Charles is known for its extensive network of over 2,000 hospitality industry contacts, which enables India to craft extraordinary travel and dining experiences. She notes that while her clients might envision their goals, they often lack the resources or creativity to realize them. Her ability to grasp their desires and translate them into reality has been one of her strengths.
While India frequently secures access to elite venues, her priority lies in ensuring that the experiences are meaningful rather than merely luxurious. For instance, she is selective about the experiences she promotes and prefers to recommend establishments she finds genuinely interesting, such as Single Thread Farms over the more commonly known French Laundry.
Her services often include unique experiences, such as organizing a candlelit dinner in Versailles or brunch on the Arc de Triomphe. India also enjoys arranging meals with influential personalities, having facilitated gatherings with prominent families in the fashion industry.
However, her approach can be surprisingly simple at times. For example, while arranging travel for former President George W. Bush to Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” India expressed, highlighting how she stays connected with a wide range of individuals—from cab drivers to restaurant staff—to discover the most intriguing options for her clients. She believes that authentic experiences are essential, transcending the notion of luxury.