Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008 with a vision of establishing herself in the industry. Initially, her husband doubted her approach as she often received inquiries about travel while she had no clients to showcase. To maintain the illusion of success, India would tell potential clients that her services were fully booked with high-net-worth individuals.
Fast forward sixteen years, and her strategy has proven effective. India now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, catering to those earning over $100 million annually. She focuses on providing experiences that her wealthy clientele cannot acquire on their own.
India emphasizes that while her clients wield significant influence, genuine care and understanding are what truly drive successful outcomes. Drawing from her background as a server, she recognizes the importance of personal connection and attentiveness in her service.
Her extensive network, or “black book,” comprises over 2,000 contacts in the hospitality sector, which enables her to curate unique travel and dining experiences. India explains that her clients often have visions for their trips but lack the resources, access, or creative solutions to realize them. Her talent lies in capturing their ideas and transforming them into memorable experiences.
Moreover, India’s priority is to provide authentic experiences rather than catering solely to luxury. For example, she often declines to promote high-profile dining spots if they do not align with her clients’ interests. She prefers venues like Single Thread Farms in California over the more predictable three-Michelin star establishments.
Her offerings often include bespoke events, such as a candlelit dinner at Versailles or brunch on the Arc de Triomphe. She also arranges meaningful encounters with influential figures, including breakfast meetings with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ wishes are more straightforward. When President Bush visited Ethiopia, she ensured he had familiar comforts, such as peanut butter and non-alcoholic beer, accompanied by a warm welcome from local children wearing Texas Rangers caps.
India’s philosophy is grounded in her genuine care for people. She engages with various individuals throughout her day, from cab drivers to restaurant workers, to uncover authentic experiences for her clients. Her services reflect a commitment to delivering not just luxury but a fuller spectrum of unique experiences.