When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she set out with the strategy of “fake it till you make it.”
India recalls her early days, saying her husband doubted her ambitions as they received inquiries from individuals interested in popular destinations like Disney or weekend getaways to New Jersey. “I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’” she shared. At that time, she had no actual clients.
Fast forward sixteen years, and India’s determination has paid off handsomely. Today, her client roster includes world leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Her services cater to clientele earning over $100 million annually, a group that already has access to luxury experiences. So, what unique offering does India provide?
“The clients I serve are incredibly influential, but often it’s not their connections that get things done; it’s the care that I provide,” she explains. With a background as a server, India has a knack for understanding people’s needs and emphasizes that personal attention is crucial.
Sienna Charles features an expansive “black book” holding over 2,000 contacts in various luxury sectors, including yachts, hotels, and fine dining. This network enables India to craft unique travel and dining experiences tailored to her clients’ desires.
Additionally, India recognizes that her clients have specific visions for their experiences, but often lack the means to realize them. “One of my gifts has been understanding that vision with just a few words, and then delivering it,” she said.
Her mission goes beyond simply gaining access to elite venues; it’s about ensuring the overall experience is meaningful. For instance, she does not promote the three-Michelin star restaurant French Laundry, believing it lacks excitement compared to other culinary experiences, like Single Thread Farms.
India’s approach often results in extraordinary, customized events. She has arranged candlelit dinners in Versailles and brunches atop the Arc de Triomphe. She also blends gourmet experiences with interactions with notable figures, such as breakfast with the Hermes family and lunch with the Fendi family in Rome.
At times, her clients’ requests are more straightforward. When Bush visited Ethiopia, she made sure he had familiar comforts, like peanut butter and non-alcoholic beer, while ensuring he was welcomed by children donning Texas Rangers baseball caps.
“I genuinely care about people,” India states, emphasizing her commitment to sourcing unique and authentic experiences for her clients. She engages with everyone from cab drivers to restaurant staff to discover the most interesting options available. “The world is not just luxury. The world is not just fancy experiences. It’s everything and [my clients] want authentic experiences.”