In 2008, Jaclyn Sienna India launched Sienna Charles, her travel concierge service, with a determination to “fake it until you make it.” Initially, her confidence was tested, as inquiries from prospective clients often caught her off guard. “My husband thought I was the dumbest person in the world because we would get calls from people saying, ‘Oh, I saw your article. I’d love to go to Disney,’ or, ‘We’re going to New Jersey for the weekend,’” she recounted. “And I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.’ But I had no clients.”
Fast forward sixteen years, and her strategy has paid off. India now serves esteemed clients, including former President George W. Bush and celebrities like Mariah Carey, catering to individuals with annual incomes exceeding $100 million. Her services go beyond mere access to luxury; they offer a unique touch that her clients cannot secure on their own.
“My clients are much more powerful than I am and they know a myriad of people. But what gets things done is care. It’s leading from the heart,” she explained. With a background as a server, India knows how to connect with people and prioritize their needs.
Sienna Charles has built an extensive network, with a “black book” encompassing over 2,000 contacts in the hospitality sector, including yachts, hotels, and high-end restaurants. This well-established network allows India to curate unparalleled travel and dining experiences tailored to her clients’ desires.
“[My clients] explain what they want to achieve, as they can envision it. They just lack the tools, time, access, and creativity to realize that,” she said. India prides herself on interpreting her clients’ visions and turning them into reality.
Her objective is not solely to secure the most opulent venues, but to ensure that each experience is profoundly meaningful. For instance, she doesn’t market the three-Michelin star restaurant French Laundry in Napa, believing that a nearby establishment, Single Thread Farms, offers a more intriguing experience.
While India focuses on providing individualized experiences rather than just luxurious ones, the events she orchestrates are often unparalleled. She once organized a candlelit dinner at Versailles and arranged brunch on the Arc de Triomphe.
“Pairing meals with encounters with significant personalities is something we enjoy,” India mentioned. She has organized meals with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, however, her clients’ requests are simpler. When Bush visited Ethiopia, she ensured he had some comforts from home, such as peanut butter and non-alcoholic beer, along with a welcome from children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India stated. She engages with everyone from cab drivers to restaurant staff to discover the most intriguing options for her clients, emphasizing that luxury is not the only goal. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and [my clients] desire authentic experiences.”