Jaclyn Sienna India launched Sienna Charles, her high-end travel concierge service, in 2008 with the mindset of “faking it until making it.” Initially, she pretended to have a full roster of clients, telling inquiries that her services were fully booked, even though she had no clients at the time.
Now, after sixteen years of perseverance, India has built a reputation that includes high-profile clients such as former President George W. Bush and singer Mariah Carey. Her clientele typically earns over $100 million annually and includes some of the world’s most influential figures. So, what is it that she offers that they cannot arrange themselves?
India emphasizes her personalized approach to service, stating, “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart.” With a background in serving, she understands the nuances of client interactions and emphasizes the importance of attentiveness and genuine care.
Equipped with a vast network of connections—over 2,000 relationships within the hospitality sector—India crafts unique travel and dining experiences that stand out. She notes that her clients often have a vision for what they want but lack the resources or creativity to achieve it. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she explains.
India’s focus goes beyond simply securing access to luxurious venues; she aims to provide meaningful experiences. For instance, she chooses not to book dining experiences at certain prestigious restaurants if she feels they do not offer something special. She prefers to suggest alternatives that might offer a more genuine experience.
Her client experiences are often extraordinary, such as arranging a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. She also facilitates valuable connections, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients request simpler comforts. For example, during a trip to Ethiopia, she ensured that Bush had favorite snacks like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
India credits her success to her deep care for people and her commitment to providing authentic experiences rather than just luxurious ones. She engages deeply with all those around her, from cab drivers to restaurant staff, to curate the most interesting and genuine options for her clients.