Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008 with the goal of making a mark in the luxury travel industry, despite starting with no clients. Initially, India would receive inquiries about vacations, such as Disney trips or weekend getaways to New Jersey, which she would decline by claiming her services were fully booked with wealthy clients.
Fast forward sixteen years, and India has successfully transformed her initial challenges into a thriving business, attracting high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. Her clientele typically generates over $100 million a year, representing individuals who can afford almost anything. What India brings to the table is a personal touch, emphasizing care and understanding of her clients’ needs.
Sienna Charles has developed an extensive network within the hospitality sector, with a “black book” of over 2,000 contacts, including luxury yachts, hotels, and fine dining establishments. India acknowledges that while her clients may have extensive connections, what truly makes a difference is her ability to care and offer attention to detail, which she believes is essential for creating unique travel experiences.
India describes her approach as understanding her clients’ visions and translating those ideas into once-in-a-lifetime experiences. She prioritizes quality and authenticity over solely luxurious offerings. For instance, while some may view high-end restaurants like French Laundry as must-haves, India prefers to curate more personalized and exciting experiences, such as arranging a candlelight dinner in Versailles or brunch on the Arc de Triomphe.
Beyond extravagant settings, India also attends to simpler comforts for her clients. For example, during Bush’s trip to Ethiopia, she made sure he had his favorite peanut butter and non-alcoholic beer on hand, along with the warmth of local children donning Texas Rangers caps to greet him.
India’s commitment to her clients goes beyond luxury, as she actively seeks out authentic experiences. By engaging with everyone from cab drivers to restaurant staff, she uncovers unique options for her clientele, underscoring her belief that travel is about more than opulence; it encompasses genuine experiences.