When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was committed to the idea of “faking it until you make it.”
Reflecting on her early days, India shared how her husband doubted her ambitions as they received calls from potential clients excited about travel plans, like trips to Disney or weekends in New Jersey, despite her having no clients at the time. She would respond, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.”
Today, after sixteen years of perseverance, India has successfully cultivated a clientele that includes multiple world leaders, such as former President George W. Bush, and celebrities like Mariah Carey. Her exclusive services cater to clients with annual incomes exceeding $100 million, individuals who seemingly have access to everything. So what sets India apart?
India believes that while her clients are often very powerful and well-connected, what truly gets things done in the luxury travel world is genuine care and leading from the heart. Having worked as a server for five years, she emphasizes the importance of understanding people’s desires and providing the attention and care that they deserve.
Sienna Charles is known for its extensive “black book,” which includes over 2,000 relationships within the hospitality sector—spanning yachts, hotels, and upscale restaurants. This network enables India to create bespoke travel and dining experiences for her clients.
India revealed, “My clients describe their aspirations to me; they can envision them but often lack the necessary tools, time, access, or creativity to make those dreams a reality. One of my talents is grasping that vision quickly and executing it.”
Her primary mission isn’t just securing reservations at the most glamorous venues; it’s ensuring that her clients have worthwhile experiences. For instance, she noted that, despite its acclaim, she does not recommend the three-Michelin star restaurant French Laundry in Napa, preferring instead to highlight options like Single Thread Farms for their unique offerings.
While India emphasizes personalized experiences over pure luxury, her arrangements often result in extraordinary events. In the past, she has organized a candlelight dinner in Versailles and a brunch atop the Arc de Triomphe.
Additionally, India enjoys pairing meals with meetings with notable figures, having facilitated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, however, her clients’ requests can be more straightforward. During a trip to Ethiopia with Bush, she made sure he had his favorite peanut butter and non-alcoholic beer, and he was also warmly welcomed by children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India stated, emphasizing her approach, which involves connecting with everyone she meets, from cab drivers to restaurant staff, to discover the most interesting experiences for her clients. “Luxury is just one aspect of the world; it’s about authenticity and diverse experiences.”