Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008 with a determination to succeed despite having no clients initially. At the time, she would often receive inquiries from prospective customers after they read about her services, but she would claim she was fully booked with high-net-worth individuals, even though she had none.
Fast forward sixteen years, and her strategy has borne fruit. India now serves a roster of high-profile clients, including international leaders and celebrities such as Mariah Carey. Her clientele comprises individuals earning over $100 million annually, many of whom could access exclusive experiences on their own. So, what unique offerings does India bring to the table?
India believes her success lies in the personal attention she provides. Having worked as a server for five years before launching her business, she understands the importance of caring for her clients’ needs. “I was a server for five years before I started my business. I understand what makes people tick,” she said.
Her business has developed a vast network of over 2,000 contacts in the hospitality sector—yachts, luxury hotels, and top-tier dining establishments. This extensive relationship network enables her to design exceptional travel and dining experiences tailored to her clients’ desires.
India noted, “My clients are explaining what they’re looking to achieve because they already see it. They just don’t have the tools, the time, the access, and the creativity to fulfill that.” She prides herself on her ability to grasp her clients’ visions quickly and execute them effectively.
While she aims to provide exclusive access to top venues, she prioritizes meaningful experiences over mere luxury. For instance, she mentioned that she doesn’t promote high-end restaurants like the French Laundry, as she doesn’t find them particularly intriguing, favoring options that offer more unique culinary experiences.
Highlighting the bespoke nature of her services, she has organized extraordinary moments for her clients, such as a romantic candlelit dinner at Versailles or brunch atop the Arc de Triomphe. India also facilitates interactions with influential figures, having organized meals with notable families, such as Hermes and Fendi.
Sometimes, her clients prefer simpler comforts. When former President George W. Bush visited Ethiopia, she ensured he had familiar treats like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India emphasized. She dedicates her time to engaging with everyone around her, from taxi drivers to restaurant staff, to discover the most enriching options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”