Jaclyn Sienna India established Sienna Charles, a travel concierge service, in 2008 with the intent to “fake it until you make it.” At the start, she faced skepticism, even from her husband, as she fielded calls from potential clients attracted by her published articles despite having no actual clientele.
Fast forward sixteen years, and India’s bold approach has proven successful. She now serves an elite roster of clients, including former President George W. Bush and famed singer Mariah Carey. Her services are tailored for individuals earning over $100 million annually, catering to an audience that already possesses extensive resources.
India distinguishes her offerings from what her affluent clients could organize themselves by emphasizing personal touch and empathy. Her previous experience as a server has equipped her with unique insights into human connection, which she cites as instrumental to her business.
Sienna Charles boasts an extensive network, often referred to as a “black book,” containing connections with over 2,000 industry professionals across luxury hospitality sectors such as yachts, hotels, and gourmet restaurants. This network allows her to curate exceptional travel and dining experiences that align with her clients’ desires.
“My clients often have a vision but lack the means to bring it to life,” India explains. She prides herself on her ability to grasp their aspirations quickly and deliver tailored solutions.
However, beyond seeking out glamorous venues, India is committed to ensuring her clients have meaningful experiences. She is selective about the locations she promotes; for instance, while she could easily secure a reservation at the renowned French Laundry in Napa, she prefers to recommend alternatives that she finds more captivating.
Her commitment to unique experiences has led her to orchestrate unforgettable moments, such as a candlelit dinner at Versailles or a brunch atop the Arc de Triomphe. Additionally, India values incorporating interactions with notable personalities into her clients’ itineraries, having arranged meals with families linked to iconic luxury brands like Hermes and Fendi.
At times, however, her clients’ requests are surprisingly simple. For example, during Bush’s trip to Ethiopia, she provided him with comfort foods from home, including peanut butter and non-alcoholic beer, and ensured he encountered local culture, greeting him with children wearing Texas Rangers caps.
India closes with a reflection on the nature of her work, emphasizing her genuine care for people. She believes that authentic experiences extend beyond luxury and elegance, underscoring the variety and richness of the world that her clients desire to explore.