When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, back in 2008, she was committed to the idea of “faking it until making it.” Initially, during the early days of her business, she would receive inquiries from potential clients after they read her articles, despite not having any actual customers at the time. She would often respond with, “I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.”
Fast forward sixteen years, and India’s approach has proven successful. She now caters to numerous high-profile individuals, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele predominantly consists of individuals earning over $100 million annually, who typically have access to every luxury but seek something more personalized.
India emphasizes the importance of genuine care in her work. Drawing on her experience as a server for five years, she believes that understanding what motivates people is crucial in her field. She has developed an extensive network within the hospitality sector, boasting a “black book” with over 2,000 industry contacts, which enables her to craft unique travel and dining experiences.
India explains that her clients often have a vision of what they want to achieve during their travels but lack the necessary tools, time, or creativity to actualize that vision. Her aptitude lies in grasping this vision with minimal guidance and translating it into memorable experiences.
Importantly, India prioritizes the quality of the experiences she offers over their exclusivity. For instance, while famous fine dining establishments like French Laundry may receive high accolades, she believes they do not always offer the most compelling experiences and prefers to recommend lesser-known but extraordinary options, like Single Thread Farms.
Her service often includes arranging distinctive and personalized events, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, she creates opportunities for her clients to dine with notable figures, having organized meals with the Hermes and Fendi families.
On occasions, her clients have more straightforward requests. For example, when Bush visited Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer and arranged for local children to greet him wearing Texas Rangers baseball caps.
India passionately states that she genuinely cares about providing authentic experiences, not just luxurious ones. She spends her days interacting with a range of people, from taxi drivers to restaurant staff, to uncover the most intriguing options available for her clientele. She believes that the world is rich with diverse experiences beyond just the opulent, and that her clients share a desire for authenticity in their travels.