Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, driven by the belief in “faking it until making it.” At the start, she had no clients, often making excuses when potential customers inquired about her services, claiming a full schedule catering to high-net-worth individuals. Fast forward sixteen years, and her strategy has borne fruit as she now caters to numerous VIP clients, including world leaders like former President George W. Bush and celebrities such as Mariah Carey, all of whom have an annual income exceeding $100 million.
India emphasizes that despite her clients’ power and connections, what truly matters in her service is genuine care and understanding of their needs. Drawing from her experience as a server for five years, she focuses on building relationships and providing an elevated level of personal attention. Her extensive “black book” contains over 2,000 contacts in the high-end hospitality sector, which she leverages to craft bespoke travel and dining experiences.
According to India, her clients may visualize their ideal experiences but often lack the resources, time, or creativity to achieve them. Her talent lies in interpreting their vision and making it a reality. However, she asserts that the goal is not merely to access the most luxurious venues but to ensure that every experience holds genuine value. For example, while she could secure a reservation at the acclaimed French Laundry in Napa, she believes that unique experiences, like those offered at Single Thread Farms, are far more engaging.
Her arrangements often transcend standard luxury. She has planned extraordinary moments such as candlelight dinners in Versailles and brunch on the Arc de Triomphe. Moreover, she notes the importance of pairing exceptional meals with interactions with notable personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, the needs of her clients are simpler. When Bush visited Ethiopia, India arranged the comforts of home for him, providing peanut butter and non-alcoholic beer, and arranging for local children to greet him in Texas Rangers baseball caps. She takes pride in genuinely caring for her clients and actively seeks out enriching experiences, stating, “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”