Jaclyn Sienna India founded Sienna Charles, a boutique travel concierge, in 2008 with the belief that she could “fake it until she made it.”
Initially, she faced skepticism, including from her husband, as she received inquiries from potential clients expressing interest in travel, despite having no actual clients at the time. To manage those requests, she claimed to be booked solid with high-net-worth individuals.
Fast forward sixteen years, and India has successfully built a clientele that includes world leaders, such as former President George W. Bush, and celebrities like Mariah Carey. Her exclusive services cater to clients with an income exceeding $100 million annually, leading to the question of what she offers that they cannot find themselves.
India emphasizes that her approach revolves around genuine care and understanding. Having spent five years as a server, she believes that paying attention to people’s needs is essential for success. Her extensive network, comprising over 2000 contacts in luxury hospitality—from yachts and hotels to fine dining—enables her to create unique travel experiences.
She notes that her clients often have a vision for their travel aspirations but lack the means to realize them. Her talent lies in translating their ideas into memorable experiences. However, her priority is not just to provide access to the most exclusive venues but also to ensure that the experiences are meaningful.
For instance, she refers to the three-Michelin star restaurant French Laundry as overrated and prefers to suggest alternatives like Single Thread Farms, which she finds more exciting.
India’s personalized service has led to extraordinary experiences for her clients, such as a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she often arranges meals with notable figures, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients desire simpler comforts, as illustrated by her arrangement for President Bush during a visit to Ethiopia, where she ensured he had peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India believes in offering authentic experiences beyond mere luxury, focusing on the nuances of service and personalization that her well-off clients seek.