Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008 with the mindset of “fake it until you make it.” Despite having no clients initially, she would receive inquiries from people after seeing her articles, often leading to her pretending to be fully booked with high-net-worth clients.
Fast forward sixteen years, and that strategy has proven successful. India’s clientele now includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals whose net worth exceeds $100 million, providing them with experiences they can’t easily access on their own.
India emphasizes that the key to her business is genuine care. She explains, “My clients are way more powerful than me… But that’s not what gets things done. It’s care. It’s leading from the heart.” With a background in hospitality, India understands what clients desire and prioritizes their needs.
Her extensive network in the hospitality industry, which she refers to as her “black book,” includes over 2,000 connections across yachts, hotels, and fine dining establishments. This allows her to craft exclusive travel experiences tailored to her clients’ visions. “They already see it. They just don’t have the tools, the time, the access, and the creativity to be able to fulfill that,” she notes.
Unlike many luxury concierges, India does not solely focus on the most exclusive venues. She believes in providing meaningful experiences, even for highly acclaimed restaurants. For example, she opted not to sell reservations at the renowned French Laundry, believing that a unique dining experience at a nearby venue was far more worthwhile.
India’s services often include extraordinary events, such as organizing a candlelight dinner at Versailles or brunch on the Arc de Triomphe. She also curates opportunities for her clients to meet prominent personalities, arranging meals with influential figures like the Hermes and Fendi families.
Sometimes her clients’ requests are more grounded. During a trip to Ethiopia with Bush, she ensured he felt at home by providing his favorite snacks, peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers caps.
India’s commitment to authentically serving her clients shines through her approach. She engages with everyone from taxi drivers to restaurant staff to find the best offerings for her clients, believing that authentic experiences encompass far more than luxury alone.