Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with a vision to succeed despite facing skepticism. Initially, she portrayed a busy operation to potential clients, even though she had no actual clients at the time. Over sixteen years later, her strategy has proven effective. India has garnered a client list that includes notable figures such as former President George W. Bush and celebrities like Mariah Carey, serving a clientele that boasts annual earnings exceeding $100 million.
India emphasizes that her success lies not just in connections, but in genuine care for her clients. Her background as a server has taught her the importance of understanding and attending to people’s needs. Sienna Charles is backed by a vast network of over 2,000 contacts within the hospitality industry, which allows India to craft unique travel and dining experiences tailored to her clients’ desires.
She notes that her clients often have a vision of what they want but lack the means to implement it. India prides herself on grasping that vision quickly and effectively. However, her goal extends beyond merely gaining entry to prestigious venues; she aims to ensure that the experiences offered are truly memorable and meaningful.
For example, while she can arrange bookings at high-profile restaurants, she prioritizes unique experiences over luxury for its own sake. Instead of promoting the French Laundry, a well-known Michelin-starred restaurant, India finds more compelling options, such as Single Thread Farms.
Her activities often involve curated dining events that connect clients with influential figures, like arranging breakfasts with members of the Hermes family or luncheons with the Fendi family in Rome. Yet, she also attends to simpler comforts. For instance, when George W. Bush visited Ethiopia, India made sure he had familiar treats like peanut butter and non-alcoholic beer, and arranged for local children to greet him while wearing Texas Rangers baseball caps.
India’s approach to travel concierge services is driven by a sincere commitment to her clients, focusing on authentic and enriched experiences rather than mere luxury. She engages with a range of people—from cab drivers to restaurant staff—to discover the most intriguing options available for her clients.