In 2008, Jaclyn Sienna India started Sienna Charles, a boutique travel concierge, with the mindset of “fake it until you make it.” Initially, she had no clients and often found herself fabricating busy schedules to impress inquiries from potential customers. Today, her business has flourished, earning her a celebrity clientele that includes former President George W. Bush and pop icon Mariah Carey. Her services are tailored for individuals whose annual income exceeds $100 million.
India believes that her clients, despite their wealth and connections, often lack the essential care and attention when it comes to travel experiences. Having spent five years working as a server, she understands the nuances of service and client expectations. Her approach focuses on empathy and understanding, ensuring that her clients receive personalized experiences that reflect their desires.
Her extensive network, which she refers to as a “black book,” includes over 2,000 connections in the hospitality sector, allowing her to craft unique travel and dining experiences. India excels in interpreting her clients’ visions and translating them into memorable events.
She emphasizes the importance of meaningful experiences over merely luxurious ones. For instance, while she could easily get her clients reservations at the famed French Laundry restaurant in Napa, she prefers to highlight options that she finds more intriguing, such as Single Thread Farms.
India’s offerings are often bespoke. She has organized a romantic candlelit dinner at Versailles and brunch atop the Arc de Triomphe, pairing meals with encounters with notable personalities, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her services cater to more straightforward comforts. For Bush’s trip to Ethiopia, she made sure he had his favorite peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India prides herself on her genuine care for her clients. She engages with everyone she encounters throughout her day, from cab drivers to restaurant staff, in search of authentic and enriching experiences for those she serves.