When Jaclyn Sienna India launched Sienna Charles, her travel concierge business, in 2008, she was determined to project confidence even without an established clientele.
Reflecting on her early days, India shared that her husband often doubted her ambitions as they received inquiries from potential clients who had read about her services. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would respond, even though she had no clients at the time.
Now, after sixteen years of hard work and perseverance, India’s efforts have paid off. Her client roster includes notable figures such as former President George W. Bush and celebrity musicians like Mariah Carey. She primarily serves clients who earn over $100 million annually—individuals who seem to have access to everything. So, what unique offerings does India provide that are unavailable to these affluent clients?
India believes it boils down to care and personal connections. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she explained. Drawing from her previous experience as a server, India learned the importance of understanding people and their needs, emphasizing that attention and care are vital components of her service.
Sienna Charles features an extensive network of over 2,000 relationships in the hospitality sector, including luxury hotels, yachts, and fine dining establishments. This network enables India to tailor extraordinary travel and culinary experiences for her clients.
“My clients share their goals, and while they might have a vision, they often lack the tools, time, access, and creativity to realize it,” she noted. “Understanding that vision with just a few words and bringing it to life is one of my strengths.”
India aims not only to provide access to exclusive venues but also to ensure that each experience is truly meaningful. For instance, she does not endorse dining at high-end spots that lack appeal for her clients. “I don’t think French Laundry in Napa is really that exciting,” she remarked. “So I don’t sell it…but I think what they’re doing at Single Thread Farms down the road is far more interesting.”
Her commitment to crafting personalized experiences often results in unique events. She has arranged extraordinary dinners, such as a candlelight meal in Versailles and brunch on the Arc de Triomphe. Additionally, India believes in merging meals with memorable encounters, such as arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients crave simpler comforts. For example, during a trip to Ethiopia, she ensured that Bush had his favorites—peanut butter and non-alcoholic beer—and even organized a welcoming party with local children donning Texas Rangers caps.
“I genuinely care about people,” India stated. Her day-to-day interactions with everyone from cab drivers to restaurant workers help her discover interesting experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything and my clients want authentic experiences.”