When Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, she aimed to build a reputation even before securing clients. Initially met with skepticism, including from her husband, India managed to create a successful business by portraying herself as a high-demand concierge, even while starting from scratch.
Now, sixteen years later, her efforts have paid off. India has attracted a prestigious clientele, featuring world leaders, including former President George W. Bush, and celebrities like Mariah Carey. Her services cater exclusively to individuals with annual earnings exceeding $100 million, which means most of her clients are already accustomed to luxury.
India believes that her strength lies not in her clients’ power or connections but in her genuine care and attentiveness. Drawing on her background as a server, she emphasizes the importance of understanding client needs and fostering strong relationships. With a personal network of over 2,000 contacts in the hospitality sector, including exclusive hotels and restaurants, she tailors unforgettable travel and dining experiences.
Understanding her clients’ visions quickly is one of India’s key skills. She articulates that while her clients know what they want, they often lack the time, creativity, or connections to achieve it. One of her priorities is to ensure that her clients experience meaningful moments rather than just the most extravagant venues.
For instance, she bypasses well-known luxury spots like the French Laundry in Napa, favoring less conventional options like Single Thread Farms, which she believes offer more engaging experiences. India often crafts unique events for her clients, such as a candlelit dinner in Versailles or a brunch atop the Arc de Triomphe.
She also facilitates opportunities for clients to meet influential figures, arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome. However, India also respects simpler requests; when Bush visited Ethiopia, she ensured he had familiar comforts, like peanut butter and non-alcoholic beer, adding a personal touch by coordinating a welcome from local children wearing Texas Rangers caps.
Ultimately, India’s philosophy revolves around fostering authentic experiences rather than merely indulging in luxury. She dedicates her time to engaging with a variety of people, from taxi drivers to restaurant staff, always on the lookout for unique options to enhance her clients’ experiences, highlighting that true luxury is about authenticity and connection.