Jaclyn Sienna India founded Sienna Charles, her boutique travel concierge, in 2008 with a strategy to “fake it until you make it.” Initially, this involved taking calls from potential clients and claiming her services were fully booked for the season, even when she had no clients at all.
Fast forward sixteen years, and India’s approach has paid off. She now serves a prestigious clientele that includes world leaders such as former President George W. Bush and celebrities like Mariah Carey. Her services cater specifically to individuals earning over $100 million annually—wealthy clients who typically have access to everything readily available to them.
India emphasizes that what differentiates her offerings is not merely access to exclusive venues but a deep sense of care and personal connection. Drawing from her prior experience as a server, she understands the importance of personalized attention. “My clients are more powerful and well-connected, but that doesn’t always translate to getting things done. It’s about leading from the heart,” she states.
Her extensive network, which she describes as a “black book,” consists of over 2,000 relationships across the hospitality sector, including upscale hotels, yachts, and premium restaurants. This network enables her to create customized travel and dining experiences tailored to her clients’ desires.
India describes her talent for interpreting client visions: “They see what they want to achieve but lack the tools and creativity to realize it.” She aims to ensure that the experiences provided are valuable and meaningful rather than just extravagant. For instance, while many consider the three-Michelin-star restaurant French Laundry in Napa to be a top destination, India opts to recommend what she finds more interesting, such as Single Thread Farms.
Her focus on individuality has led to unique experiences like a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. India often pairs culinary experiences with meetings involving notable personalities, having arranged gatherings such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are less luxurious but equally thoughtful. When President Bush traveled to Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India affirms. She invests time communicating with everyone from drivers to restaurant staff to discover the most interesting options for her clients. “The world is not just luxury; it encompasses everything, and my clients are looking for authentic experiences.”