When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she aimed to “fake it until she made it.” Initially, her husband doubted her decision as they received calls from potential clients interested in travel plans, despite her having no actual clients at the time. She would respond by claiming her services were fully booked with high-net-worth individuals.
Fast forward sixteen years, and India has successfully turned that initial façade into reality. She now caters to a notable roster of clients, including world leaders and celebrities like Mariah Carey. Her clientele typically consists of individuals with annual incomes exceeding $100 million. So, what sets Sienna Charles apart from what these affluent clients can organize themselves?
India emphasizes the importance of personal connection and genuine care in her services. Drawing from her experience as a server for five years, she understands what resonates with people and values the significance of attentive service.
Sienna Charles is distinguished by India’s vast network, featuring a “black book” of over 2,000 relationships within the hospitality industry, including top-tier hotels, yachts, and restaurants. This extensive network enables her to offer exclusive travel and dining experiences that are uniquely tailored to her clients’ desires.
India explains that her clients often have a clear vision of their goals but lack the resources and connections to achieve them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she states.
Her aim is not just to secure reservations at the most glamorous venues but to ensure that each client’s experience is truly rewarding. For instance, while she could easily arrange a meal at the celebrated French Laundry in Napa Valley, she believes that experiences like the offerings at Single Thread Farms offer more genuine enjoyment, opting not to promote the former.
India often arranges extraordinary events for her clients, such as a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. Additionally, she frequently connects her clients with influential figures, having facilitated meals with the Hermes and Fendi families.
At times, her clients’ requests are more down-to-earth. When former President George W. Bush visited Ethiopia, she arranged for him to have familiar comforts, including peanut butter and non-alcoholic beer, along with a warm welcome from local children in Texas Rangers caps.
“I genuinely care about people,” she explains, sharing that her day involves conversations with everyone from cab drivers to restaurant staff to discover the most intriguing options for her clientele. Sienna asserts that luxury is not merely about opulence but encompasses the authenticity of experiences that her clients seek.