From Pretend to Prestige: The Rise of a Travel Concierge Powerhouse

Jaclyn Sienna India founded her travel concierge service, Sienna Charles, in 2008, determined to succeed despite initial challenges. At the beginning, she faced skepticism from her husband as she pretended to be fully booked with high-net-worth clients, even though she had none. Fast forward sixteen years, and her approach has proven successful. India now counts numerous influential figures, such as former President George W. Bush and celebrity Mariah Carey, among her clientele.

Her clients are wealthy individuals with annual incomes exceeding $100 million. India emphasizes that what she offers them is not easily accessible even to them—individualized care and attention. With experience as a server, she understands people’s needs and strives to provide exceptional experiences.

Sienna Charles features a vast network of over 2,000 industry contacts within hospitality, allowing India to create unique travel and dining experiences for her clients. She focuses on understanding her clients’ desires and translating them into tailored experiences.

While she often arranges exclusive visits, her priority is not merely to provide luxury but to ensure that these experiences are meaningful. For example, India has opted not to promote certain high-profile venues, like the French Laundry, favoring what she believes to be more exciting alternatives instead.

India has orchestrated extraordinary moments such as a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. She also connects her clients with notable figures, arranging meals with prominent families, including Hermes and Fendi.

Sometimes, her clients have simpler needs. For instance, when Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children.

Her approach centers on authenticity, as she engages with everyone around her—from cab drivers to restaurant staff—to discover meaningful experiences. India’s commitment is not just about luxury; it’s about creating sincere and memorable moments for her clients.

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