Jaclyn Sienna India started Sienna Charles, her luxury travel concierge service, in 2008 with a strategy of “faking it until making it.” Despite having no clients initially, she would often field requests from people interested in upscale travel experiences, telling them her services were fully booked.
Fast forward sixteen years, and India’s business has flourished, catering to a high-profile clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her focus is on serving individuals who earn over $100 million a year, providing them with unique travel experiences that they cannot orchestrate on their own.
India believes that her role is not merely about arranging access to exclusive venues but about genuinely caring for her clients. Drawing from her experience as a server, she emphasizes the importance of understanding her clients’ needs. She has built a vast network within the hospitality industry, boasting a “black book” of over 2,000 contacts that allows her to create personalized trips and dining experiences.
Her approach involves taking clients’ visions and translating them into memorable experiences with minimal information. Despite her clients’ wealth and status, India often focuses on offering authentic rather than purely luxurious experiences. For instance, she has arranged exclusive meals with notable families, such as the Hermes and Fendi families, and unique dining experiences in iconic locations like a candlelight dinner in Versailles.
Occasionally, her clients seek simpler comforts. When arranging a trip for Bush to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, showing her dedication to making their experiences truly special.
India’s philosophy centers on the idea that genuine care and attention are key to providing her clients with the enriching experiences they desire. She interacts with a wide range of people, from taxi drivers to restaurant staff, to uncover unique and authentic opportunities for her high-profile clients.