When Jaclyn Sienna India launched her luxury travel concierge, Sienna Charles, in 2008, she adopted a “fake it until you make it” approach. Early on, she struggled to convince clients that she was fully booked with high-profile individuals, despite having no clients at all. Her husband doubted her, but her persistence began to pay off.
Fast forward sixteen years, India now serves a roster of elite clients, including former President George W. Bush and pop icon Mariah Carey, catering exclusively to individuals with annual earnings exceeding $100 million. So what does Sienna Charles offer that these affluent clients cannot arrange themselves?
India emphasizes that her success lies not in her status but in her genuine care for her clients. Drawing from her background as a server, she understands the importance of connecting with people. Her extensive network in the hospitality sector—boasting over 2,000 relationships with hotels, restaurants, and yacht services—enables her to craft unique travel experiences tailored to her clients’ desires.
She explains that her clients often have clear visions of what they want but lack the resources to realize them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she said.
However, India aims not just to access exclusive venues but to ensure the experiences she provides are genuinely worthwhile. For example, she does not promote dining at French Laundry, despite its three Michelin stars, believing that the food and experience at Single Thread Farms nearby is far more captivating.
While her services often involve extravagant and singular events, such as a candlelit dinner in Versailles or brunch on the Arc de Triomphe, she insists on blending these with opportunities to meet influential figures. Past experiences have included breakfast with the Hermes family and lunch with the Fendi family in Rome.
At times, her clients request more simplified comforts, such as when she arranged for George W. Bush to enjoy peanut butter and non-alcoholic beer during a visit to Ethiopia, along with a warm welcome from local children wearing Texas Rangers baseball caps.
India is committed to authenticity and takes a holistic view of the world, recognizing that luxury is not the only dimension of a memorable experience. She engages with everyone in her surroundings, from taxi drivers to restaurant staff, to uncover the most interesting 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,” she said.