When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, she aimed to project confidence even without an established client base. Initially, she would take calls from potential clients intrigued by her advertised expertise, despite lacking any actual customers. She recalls her husband’s skepticism during this phase, as she would tell callers that her services were fully booked with high-net-worth clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts prominent figures, including former President George W. Bush and celebrities like Mariah Carey, among her clients. Her services cater to individuals with annual incomes exceeding $100 million, providing them with unique offerings they cannot easily access themselves.
India emphasizes that while her clients wield significant power and connections, what truly makes a difference in her business is genuine care and understanding of their needs. Drawing on her experience as a server, she prioritizes attentiveness to what people desire, which she believes is crucial in her role.
Sienna Charles features a vast network of over 2,000 contacts within the hospitality industry, allowing her to curate exclusive travel and dining experiences. India describes her talent as being able to grasp her clients’ visions quickly and deliver unique outcomes.
Her mission goes beyond simply gaining access to glamorous locations; she seeks to provide meaningful experiences. For instance, while she could secure reservations at prestigious restaurants, she prefers to recommend more intriguing alternatives that align with her clients’ tastes.
Throughout her career, India has orchestrated remarkable events, such as a candlelit dinner at Versailles and brunch on the Arc de Triomphe. She also pairs dining experiences with opportunities to meet influential individuals, arranging breakfasts with the Hermes family or lunches with the Fendi family.
At times, clients request simpler comforts. For instance, during a trip to Ethiopia, she ensured Bush had his favorite comforts from home—peanut butter and non-alcoholic beer—and arranged for him to be welcomed by local children wearing Texas Rangers caps.
India expresses a deep commitment to understanding and caring for her clients’ desires. She actively engages with everyone around her, from cab drivers to restaurant staff, to uncover authentic experiences that go beyond the superficial aspects of luxury travel.