When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was determined to project success even before it materialized. Despite initially facing skepticism from her husband, who doubted her approach as she fielded inquiries about travel arrangements, she creatively navigated her start-up phase without any actual clients.
Fast forward sixteen years, and India’s strategy has proven successful. She has attracted a prestigious clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey, catering to individuals with annual incomes exceeding $100 million. With such affluent clients, what sets India’s services apart is her exceptional attention to detail and deep understanding of their needs.
“My clients wield more power than I do and have vast networks. However, true effectiveness stems from genuine care and heartfelt leadership,” India states. Drawing from her five years of experience as a server, she emphasizes the importance of empathy and attentiveness in her work.
Sienna Charles boasts an extensive network of over 2,000 connections within the hospitality sector, which allows India to craft exceptional travel and dining experiences tailored to her clients’ desires. “Clients articulate their goals, and they often have a vision but lack the time, tools, or creativity to execute it,” she explains. India excels at grasping these visions succinctly and bringing them to life.
Her commitment extends beyond securing entry to exclusive locations; she strives to provide truly meaningful experiences. For instance, she expresses little enthusiasm for the Michelin-starred restaurant French Laundry in Napa, preferring to recommend more unique alternatives.
While she emphasizes personalized, authentic experiences rather than mere luxury, her arrangements are often extraordinary. For example, she once organized a romantic candlelit dinner in Versailles and arranged brunch on the Arc de Triomphe. Additionally, she facilitates meetings with influential figures, such as breakfast with the Hermes family and lunch with the Fendi family.
At times, her clients’ requests can be surprisingly simple. During Bush’s trip to Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, coupled with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” she says, highlighting her approach of engaging with everyone from taxi drivers to restaurant staff to uncover unique experiences. India believes that the world encompasses more than just luxury—her clients seek authenticity in their adventures.