Jaclyn Sienna India, the founder of Sienna Charles, a luxury travel concierge service, has transformed her once fledgling business into a go-to for elite clients since its inception in 2008. Initially, India operated under the premise of “fake it until you make it,” often fielding inquiries without any actual clients to serve. She recounts a time when friends and family doubted her ambitions, noting how she would divert requests for travel arrangements by claiming to be overwhelmed with business.
Fast forward sixteen years, and her strategy has borne fruit. Presently, India caters to a prestigious clientele that includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. These clients, who each earn over $100 million annually, lead lives of abundance, raising the question of what unique offerings Sienna Charles provides that are beyond their reach.
India emphasizes that her service transcends connections and resources. “My clients are extremely powerful and well-connected, yet it’s the personal touch and genuine care that truly make the difference,” she explains. With a background as a server, India has honed her ability to understand what individuals seek and the importance of paying attention to their needs.
Sienna Charles is known for its extensive “black book” of over 2,000 industry contacts across hotels, restaurants, and yachts, which enables India to craft personalized travel experiences. She describes her talent for discerning her clients’ desires through minimal communication, delivering tailored experiences that might otherwise remain out of reach.
However, India is selective about the experiences she offers. For instance, she declines to promote high-profile locations like the French Laundry in Napa Valley, believing other venues, such as Single Thread Farms, offer a more enriching experience. Her objective is not solely luxury; she aims to provide events that resonate with her clients on a deeper level.
Her signature experiences are often remarkable, such as orchestrating a candlelit dinner at the Palace of Versailles or brunch atop the Arc de Triomphe. India also emphasizes the importance of connecting her clients with influential personalities, having arranged meetings with notable families like those behind Hermes and Fendi.
Yet, she recognizes that sometimes her clients desire simpler comforts. For example, during Bush’s trip to Ethiopia, she ensured he had familiar snacks like peanut butter and non-alcoholic beer, complemented by the sight of children wearing Texas Rangers caps.
“I genuinely care about people,” India states, noting that her day involves interaction with various individuals—from drivers to restaurant staff—to discover authentic experiences for her clients. Her philosophy is that travel should encompass more than luxury; it should offer meaningful and enriching encounters that resonate deeply.