When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she was committed to navigating the industry by projecting confidence before having established her reputation.
Reflecting on her early days, India recounted how her husband doubted her ambitions while they received calls from potential clients interested in trips to popular destinations. “I’d tell them we were fully booked with high-net-worth clients, even though I had no clients at the time,” she shared.
Fast forward sixteen years, and her strategy has clearly paid off. India has cultivated a clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services cater to individuals who earn over $100 million annually, and she has developed a unique approach that differentiates her from others in the industry.
According to India, the essence of her service lies not in connections, but in genuine care and understanding. Drawing from her experience as a server for five years, she believes that truly listening and attending to clients’ needs is critical.
Sienna Charles has access to a vast network of over 2,000 contacts in the hospitality sector, enabling India to curate exclusive travel and dining experiences tailored to her clients’ desires.
“My clients are trying to achieve something, but they often lack the necessary time, resources, or creativity to bring their visions to life,” India explained. She prides herself on interpreting their aspirations and turning them into reality with minimal guidance.
Her mission extends beyond gatekeeping access to exclusive venues; she aims to ensure that her clients have meaningful experiences. For instance, India chooses not to sell reservations at high-end restaurants that she deems overrated. Instead, she promotes unique alternatives, highlighting an innovative dining experience at Single Thread Farms over the conventional French Laundry in Napa.
India often crafts extraordinary events for her clients, such as a candlelit dinner in Versailles or brunch atop the Arc de Triomphe. She also enjoys creating opportunities for her clients to meet remarkable personalities, having arranged gatherings with the Hermes family and the Fendi family in Rome.
At times, however, the wishes of her clients are much simpler, as demonstrated when she arranged for Bush to have peanut butter and non-alcoholic beer during a trip to Ethiopia. The experience was made special as he was greeted by local children wearing Texas Rangers caps.
“I genuinely care about people,” India stated. She dedicates her time to engaging with everyone she encounters, from cab drivers to restaurant staff, to unveil the most intriguing options for her clients. “Luxury is just one aspect of the experience; my clients seek authentic moments that resonate deeply.”