In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with a determination to succeed despite a lack of initial clients. Reflecting on her early days, India recounted how her husband doubted her approach as she fielded calls from prospective clients, claiming her service was fully booked with high-net-worth individuals, despite having none.
Fast forward sixteen years, and India’s strategy has paid off, with notable clients including former President George W. Bush and celebrities like Mariah Carey. Her clientele consists of individuals with annual earnings exceeding $100 million, who expect personalized service beyond their extensive means.
India emphasizes that her strength lies not in her status but in the care she provides. Drawing from her previous experience as a server, she understands human connection and prioritizes attention to her clients’ needs. Sienna Charles maintains an extensive network of over 2,000 contacts in the luxury hospitality sector, enabling India to curate unique travel and dining experiences tailored to her clients’ desires.
She recognized that her clients are often busy and lack the time or access to fulfill their visions, stating, “They just don’t have the tools, the time, the access, and the creativity.” India prides herself on grasping her clients’ ideas and transforming them into reality, focusing on delivering meaningful experiences rather than just high-profile or luxurious venues.
While she acknowledges the allure of exclusive locations, such as the three-Michelin-star French Laundry, she opts for alternatives she finds more compelling. For example, she prefers Single Thread Farms, which she deems more interesting.
India’s unique offerings include extraordinary events like candlelight dinners in Versailles and brunches atop the Arc de Triomphe. Additionally, she arranges interactions with prominent figures, featuring meals with families like Hermes and Fendi.
Occasionally, her clients request simpler comforts. For instance, during Bush’s trip to Ethiopia, India ensured he had familiar items such as peanut butter and non-alcoholic beer, accompanied by the warm welcome of children in Texas Rangers caps.
Her approach stems from genuine concern for people. India engages with everyone from cab drivers to restaurant staff to identify the most enriching options for her clients. She believes the definition of luxury goes beyond opulence, emphasizing the importance of authentic experiences that resonate deeply with her clientele.