When Jaclyn Sienna India started her travel concierge service, Sienna Charles, in 2008, she initially had to convince herself and others of her success, despite not having any clients. She recalls how her husband doubted her ambitions when inquiries from potential customers frequently came in, prompting her to respond with tales of being fully booked with high-net-worth individuals.
Fast forward sixteen years, and Sienna Charles has established itself as a leading service for the elite, catering to clients such as former President George W. Bush and star singer Mariah Carey. These clients typically have annual incomes over $100 million, and India has built a reputation for providing exclusive experiences they cannot easily arrange on their own.
India attributes her success to her genuine care and understanding of her clients’ needs. Drawing on her five years of experience as a server, she emphasizes that the foundation of her service is personal attention and emotional connection. Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, which enables India to craft customized travel and dining experiences with ease.
Clients may approach her with specific visions for their trips, but may lack the means to realize those ideas. India claims to excel in interpreting these visions and translating them into reality.
While many would assume luxury experiences are the primary focus, India insists on offering what’s genuinely worthwhile. She openly critiques renowned venues, choosing to promote lesser-known and more unique spots instead. For instance, while she could easily secure reservations at the three-Michelin-star French Laundry, she prefers to introduce her clients to what she describes as more interesting options, such as Single Thread Farms.
Her aim is to create unique events, such as a candlelit dinner in Versailles or brunch on the Arc de Triomphe, while also facilitating introductions to influential figures, like arranging meals with the Hermes or Fendi families.
At times, her clients request simpler comforts, such as when she ensured President Bush had peanut butter and non-alcoholic beer during a trip to Ethiopia, along with a warm welcome from local children wearing Texas Rangers caps.
India emphasizes her commitment to authenticity in experiences, stating that she values a wide range of opportunities beyond mere luxury, and believes her clients appreciate this breadth of options.