Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008 with the mindset of “faking it until making it.” Despite initial challenges, where she often had to turn down potential clients by claiming to be too busy, her determination has paid off over the years.
Today, India’s clientele includes influential figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater specifically to individuals earning over $100 million a year, a demographic that seemingly has it all. So, what unique value does she bring?
India asserts that while her clients are powerful and well-connected, true progress comes from personal care and empathy. Drawing on her experience as a server for five years prior to founding her business, she emphasizes the importance of understanding people’s needs and desires.
Her extensive “black book” contains over 2,000 contacts across the hospitality industry, including luxury hotels, high-end restaurants, and yacht services. This network enables her to craft exceptional travel and dining experiences tailored to her clients’ aspirations.
“My clients often have a vision of what they want but lack the time, creativity, or access to realize it,” she explains. India’s talent lies in interpreting their ideas and bringing them to life.
However, her focus isn’t solely on luxury or exclusivity. She aims to ensure that the experiences she arranges are genuinely rewarding. For example, while she could easily secure a reservation at the renowned three-Michelin star restaurant French Laundry in Napa, she prefers to recommend what she believes to be more meaningful options, like Single Thread Farms.
India prides herself on creating unique and memorable moments for her clients, such as a candlelight dinner at Versailles or brunch on the Arc de Triomphe. She also seeks to make connections between her clients and influential figures, having coordinated meals with notable families like the Hermès and Fendi families.
On occasion, her clients’ requests can be quite simple. For example, when Bush visited Ethiopia, India made sure he had the comforts of home available, including peanut butter and non-alcoholic beer, while also arranging for local children to greet him wearing Texas Rangers baseball caps.
“I genuinely care about people,” she states. India spends her days engaging with everyone from cab drivers to restaurant staff in order to discover authentic experiences for her clients. It’s clear that for her, the definition of luxury extends beyond opulence to encompass genuine and meaningful interactions.