When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she adopted the mindset of “fake it until you make it.” At the time, her husband doubted her ambitions, as they received inquiries from potential clients who had seen her articles, asking for travel advice to popular destinations. India, however, had no actual clients to work with and often responded with excuses about being fully booked for the season.
Sixteen years later, India’s strategy has proven successful. She now boasts a client list that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services cater to individuals earning over $100 million annually, tantalizing those who seemingly have it all. So, what unique offerings does India provide that these high-profile clients cannot arrange on their own?
India emphasizes that her approach is rooted in genuine care and connection. “My clients are far more powerful than I am, with extensive networks. But it’s that personal touch and attention to detail that truly make a difference,” she shared. Drawing on her experience as a server, India understands the nuances of hospitality, highlighting the importance of acknowledging her clients’ needs.
Her company, Sienna Charles, maintains an extensive network of over 2,000 contacts within the luxury hospitality sector, ranging from elite hotels to gourmet restaurants and yacht services. This network allows her to curate exclusive travel and dining experiences tailored to her clients’ visions.
“My clients articulate their desires, and while they have the vision, they often lack the resources or connections to achieve it,” she explained. “One of my strengths lies in grasping that vision with minimal direction and making it a reality.”
Importantly, India focuses on providing personalized experiences rather than just luxurious or trendy options. For instance, while many consider dining at the famed French Laundry to be the pinnacle of California cuisine, India prefers to recommend alternatives, such as Single Thread Farms, which she finds more compelling.
India’s clients often enjoy unique events that go beyond standard luxury. She has organized memorable occasions, such as a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. She believes in pairing meals with opportunities to meet influential figures, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome for her clients.
At times, simple comforts matter most. When Bush visited Ethiopia, India ensured he was provided with familiar favorites, including peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers caps.
“I genuinely care about people,” India stated. She believes in connecting with everyone around her—from taxi drivers to restaurant staff—to uncover the most intriguing options for her clients. “Luxury isn’t everything. My clients desire authentic experiences, encompassing the full spectrum of what the world has to offer.”