In 2008, Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, with a strategy of “fake it until you make it.” At the time, she lacked clients and often had to deflect inquiries by stating they were fully booked, despite not having any high-net-worth customers.
Fast forward sixteen years, and India’s approach has proven successful. She now serves an elite clientele, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services target individuals with annual earnings exceeding $100 million—those who seemingly have everything.
India emphasizes that the key to her success lies not in providing connections but in genuine care. Drawing from her experience as a server, she possesses a unique understanding of her clients’ desires. Her extensive network includes over 2,000 contacts in the hospitality industry, enabling her to create bespoke travel and dining experiences.
She listens closely to her clients’ goals, often interpreting their visions with minimal guidance and bringing them to life. However, her priority isn’t merely to secure reservations at exclusive venues; it’s to ensure that every experience is meaningful. She prefers unique offerings over well-known spots, choosing to bypass the renowned French Laundry in Napa in favor of more distinctive options, like Single Thread Farms.
India often designs one-of-a-kind events for her clients, such as a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also arranges meetings with influential figures, including breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients’ requests are simple. For instance, when Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by children wearing Texas Rangers baseball caps.
India’s passion for authentic experiences drives her approach, as she engages with everyone from cab drivers to restaurant staff to uncover the best options for her clients. She believes that experiences extend beyond luxury, aiming to provide unforgettable memories that resonate on a deeper level.