When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was committed to the idea of “faking it until making it.” Initially, she faced skepticism from her husband as she received inquiries from potential clients looking for guidance on vacations. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would respond, even though she had no clients.
Fast forward sixteen years, and her bold approach has paid off remarkably. Today, India boasts an impressive clientele that includes notable figures like former President George W. Bush and celebrities such as Mariah Carey. Her services cater exclusively to individuals earning over $100 million annually, a demographic that often already possesses everything. So, what distinguishes India’s offerings in a market where her clients could likely manage on their own?
India attributes her success to her genuine care and ability to connect with people. Drawing from her five years of experience as a server, she emphasizes the importance of understanding and paying attention to her clients. “It’s care. It’s leading from the heart,” she states.
Sienna Charles is supported by an extensive network of over 2,000 relationships in the hospitality sector, including luxury hotels, yachts, and fine dining establishments. This networking not only allows India to provide unique travel and culinary experiences but also enables her to translate her clients’ visions into reality. “One of my gifts has been understanding that vision with only a few words and then delivering that to them,” she explains.
India’s mission goes beyond simply securing reservations at exclusive venues; she is dedicated to ensuring that her clients’ experiences are genuinely meaningful. For instance, she expresses little enthusiasm for the three-Michelin-star French Laundry in Napa, opting instead to recommend Single Thread Farms, which she finds far more intriguing.
She prides herself on crafting unique, personalized experiences for her clients. For example, she once coordinated a candlelit dinner in Versailles, and on another occasion, arranged a brunch on the Arc de Triomphe. “We also like to pair meals with meeting great personalities,” India recounted, recalling breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Occasionally, her clients request comfort in simplicity. During a trip to Ethiopia with Bush, India made sure he had familiar snacks, like peanut butter and non-alcoholic beer, and arranged for dozens of local children to greet him, all wearing Texas Rangers caps.
“I genuinely care about people,” India shares. She dedicates her days to connecting with various individuals, from cab drivers to restaurant staff, uncovering the most intriguing options for her clientele. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and [my clients] want authentic experiences.”