Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, fueled by the desire to project confidence while she built her business. Initially, she faced skepticism from her husband as potential clients reached out after seeing her writings despite her having no actual clients at the time. She would reply that her services were fully booked with high-net-worth individuals, though that was not the reality.
Fast forward sixteen years, and India’s strategy has borne fruit. She now caters to a high-profile clientele, including former President George W. Bush and artists like Mariah Carey, serving clients who earn over $100 million annually. But what sets her apart in catering to people who seemingly have it all?
India emphasizes the importance of care in her approach, noting that her clients may have more power and connections, but it is genuine attention to detail that makes a difference. With a background as a server, she understands what resonates with people, and this insight is at the core of her service.
Sienna Charles is renowned for its extensive “black book,” comprising over 2,000 contacts in the hospitality sector, which allows India to craft extraordinary travel and dining experiences. She listens closely to her clients’ desires, interpreting their visions and bringing them to life with tailored solutions.
Her intention goes beyond securing the trendiest spots; she prioritizes meaningful experiences. For instance, she considers high-end dining options through a lens of authenticity and relevance. She has expressed disinterest in popular choices like the three-Michelin-star French Laundry, favoring locations that offer a unique perspective, such as Single Thread Farms.
India is known for organizing exclusive events, creating once-in-a-lifetime moments like a candlelit dinner in Versailles or brunch atop the Arc de Triomphe. She often combines meals with interactions with prominent figures, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients seek simpler comforts. When former President Bush visited Ethiopia, she arranged for him to have his favorite peanut butter and non-alcoholic beer, along with a welcoming party of local children in Texas Rangers caps.
Indian’s commitment to her clients runs deep, as she engages with various individuals, from cab drivers to restaurant staff, to discover the most authentic experiences. Her philosophy embraces the idea that the world offers a rich tapestry of experiences beyond mere luxury, resonating with her clients’ desire for genuine connections and memorable moments.