When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was determined to project confidence despite the challenges she faced.
Reflecting on her early days, India shared her husband’s doubts as potential clients reached out after reading her articles. “They would call saying, ‘I’d love to go to Disney,’ or, ‘We’re visiting New Jersey for the weekend,’” she recalled. “I would respond, ‘I’m sorry, we’re fully booked this season with high-net-worth clients,’ even though I had no clients at all.”
Fast forward sixteen years, and those early challenges have transformed into remarkable success. India now serves a roster of elite clients, including former President George W. Bush and celebrities such as Mariah Carey. Her clientele consists of individuals earning over $100 million per year, which raises the question: what unique services does she provide that her clients cannot access independently?
India emphasizes that while her clients wield considerable power and connections, it is her personal touch that truly matters. “It’s care. It’s leading from the heart,” she explained, drawing from her five years of experience as a server to understand the importance of paying attention to her clients’ needs.
Her company, Sienna Charles, boasts an extensive network within the hospitality sector, with over 2,000 personal relationships encompassing yachts, hotels, and high-end restaurants. This connectivity enables India to create tailored travel and dining experiences for her clients.
India described her approach: “[My clients] articulate their objectives, but lack the tools, time, access, and creativity to realize them. My talent lies in grasping that vision from only a few words and bringing it to life.”
Her mission extends beyond merely securing reservations at the most glamorous spots; she is committed to ensuring that her clients enjoy memorable experiences. For instance, she believes that dining at the renowned French Laundry in Napa Valley is overrated, stating, “I don’t sell it.” Instead, she prefers to spotlight unique culinary experiences, like the offerings at Single Thread Farms nearby.
Frequently, what India curates is truly exceptional. One highlight included organizing a candlelight dinner in the opulent Palace of Versailles, while another involved a brunch on the Arc de Triomphe. She often combines meals with encounters with prominent personalities, having facilitated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, her services also cater to simpler desires. For President Bush’s trip to Ethiopia, she ensured he had familiar comforts—peanut butter and non-alcoholic beer—alongside a warm welcome from local children wearing Texas Rangers baseball caps.
“My genuine care for people drives me,” India said, explaining her everyday interactions with various individuals, from cab drivers to restaurant staff, to find engaging options for her clients. “Luxury isn’t everything; it’s about authentic experiences, and that’s what my clients really seek.”