When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she faced skepticism, including from her own husband, who questioned her approach of pretending to be busy with high-profile clients. “We would receive calls from people interested in trips to Disney or weekend getaways, and I would say we were fully booked with high-net-worth clients,” she recounted. At the time, she had no actual customers.
Fast forward sixteen years, and India’s strategy has proven successful. Her clientele now includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. Catering to individuals earning over $100 million annually, India offers services that go beyond mere access.
“What I provide is care and heartfelt leadership,” she stated. Having worked as a server for five years before starting her business, India believes in the importance of understanding and paying attention to people.
Sienna Charles features an extensive network, boasting over 2,000 relationships within the hospitality sector, including yachts, hotels, and fine dining establishments. This network enables India to craft bespoke travel and dining experiences that reflect her clients’ desires.
“My clients articulate their aspirations, but they often lack the time, tools, and access to bring those visions to life,” India explained. She prides herself on her ability to grasp her clients’ ideas quickly and effectively deliver on them.
Her aim is not solely to provide exclusive access to high-end venues; she prioritizes creating meaningful experiences. For instance, she chooses not to offer reservations at the renowned French Laundry restaurant, believing that other dining experiences, such as those available at Single Thread Farms, are more noteworthy.
The unique events she arranges include candlelight dinners at the Palace of Versailles and brunches atop the Arc de Triomphe. In addition, India often arranges special meals with notable figures, having coordinated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
On occasion, her clients request simpler comforts. During a trip to Ethiopia for Bush, she ensured he had peanut butter and non-alcoholic beer available, along with a warm welcome from local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India shared, noting that she communicates with everyone from cab drivers to restaurant staff to find intriguing options for her clients. “The world encompasses more than luxury; it’s also about authentic experiences.”