In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with the determination to succeed despite having no initial clients. Initially, she would field calls from potential clients expressing interest in travel, while her husband doubted her prospects. She would often respond with statements about being sold out for the season, even though she had no bookings at the time.
Fast forward sixteen years, India’s approach has led to a successful business that counts numerous influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clientele. These clients typically earn over $100 million annually, and India excels in providing them with services they cannot procure themselves.
She emphasizes that the key to her services is care and genuine connection. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” India explained. Drawing from her five years of experience as a server, she understands the importance of attention and care in her work.
India has an extensive network of over 2,000 contacts in the hospitality sector, which enables her to create bespoke travel and dining experiences. She interprets her clients’ visions based on limited hints and is adept at bringing those ideas to life.
While India aims to provide unique and exclusive experiences, her priority is ensuring that these experiences are truly meaningful. For example, she chooses not to promote certain high-profile restaurants if she feels they do not offer an exciting experience, focusing instead on more intriguing options, such as Single Thread Farms in California.
Her creative endeavors have included curating extraordinary events, such as a candlelight dinner in Versailles and brunch on the Arc de Triomphe. India also seeks to connect her clients with notable personalities, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are more modest, such as when she ensured George W. Bush had familiar comforts while in Ethiopia—like peanut butter and non-alcoholic beer—while also arranging for local children to greet him wearing Texas Rangers baseball caps.
“My genuine care for people drives me,” India stated. She dedicates her day to exploring various options for her clients by engaging with everyone from cab drivers to restaurant workers. Her philosophy emphasizes that the world offers more than just luxury; it’s about discovering authentic experiences.