Jaclyn Sienna India founded her travel concierge service, Sienna Charles, in 2008 with the strategy of ‘faking it until she made it.’ Initially lacking clients, she would often decline requests from potential customers by claiming her services were fully booked for high-net-worth individuals.
Sixteen years later, India has established herself as a prominent figure in luxury travel, serving clients that include world leaders and celebrities like Mariah Carey. Her clientele often consists of individuals with an annual income exceeding $100 million, who may already have access to exclusive experiences. So, what does India offer that they cannot obtain on their own?
According to India, while her clients are powerful and well-connected, the key to her success lies in her genuine care and emotional intelligence. Drawing from her experience as a server, she emphasizes the importance of understanding and connecting with people.
Sienna Charles features an extensive network, a “black book” filled with over 2000 contacts in the hospitality industry, including yachts, hotels, and fine dining establishments. This extensive relationship-building allows her to curate unique travel and dining experiences tailored to her clients’ desires.
“My clients often have a vision of what they want to achieve, but they lack the means to execute it. One of my skills is taking their brief descriptions and transforming them into reality,” she says.
India’s focus extends beyond simply arranging exclusive venues; she aims to ensure each experience is meaningful. For example, while the three-Michelin-star restaurant French Laundry is often considered a top dining destination, she prefers to recommend alternative venues that she finds more compelling, such as Single Thread Farms.
Her services often result in unique experiences: arranging a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also specializes in pairing dining experiences with opportunities to meet notable personalities, such as arranging meals with the Hermes or Fendi families.
Sometimes her clients request simpler comforts. For instance, when former President Bush traveled to Ethiopia, India made sure he had his favorite peanut butter and non-alcoholic beer on hand and arranged a warm welcome with local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India explains. Throughout her day, she interacts with everyone from cab drivers to restaurant staff to discover the best and most authentic options for her clients. “Luxury is just one part of the world. True experiences encompass much more.”