Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008 with the ambition of succeeding against the odds. Initially, she faced skepticism from her husband as she would receive inquiries from potential clients while having no actual customers to serve. She often embellished her busy schedule, claiming to be fully booked with wealthy clients.
Fast forward sixteen years, and India has successfully built a prestigious clientele that includes former President George W. Bush and celebrities like Mariah Carey. She now caters to high-net-worth individuals who earn over $100 million annually, individuals who seemingly have access to any luxury they desire. So, what distinguishes Sienna Charles from other services?
India emphasizes that the key to her success is genuine care and empathy for her clients, which she attributes to her past experience as a server. She believes that understanding people’s needs and providing attention to detail are crucial in her line of work.
Sienna Charles has developed an extensive “black book” of over 2,000 contacts within the luxury hospitality industry. These connections allow India to offer her clients unique travel and dining experiences that are otherwise out of reach. She explains that her clients often have a vision but lack the requisite access or creativity to realize it, and that’s where she steps in.
Her focus is not just to secure reservations at the most fashionable venues but to curate memorable experiences. For instance, India has chosen not to promote renowned restaurants if she believes they don’t offer exciting experiences. Instead, she shines a light on what she considers genuine culinary arts.
India is known for orchestrating exclusive and creative endeavors—she has arranged unique dinners such as a candlelit meal in Versailles and brunch on the Arc de Triomphe. Additionally, she facilitates interactions with influential personalities, such as breakfast with the Hermes family or lunch with the Fendi family in Rome.
However, she also recognizes that simplicity can be charming. During a visit to Ethiopia, she ensured that Bush had familiar comforts, including peanut butter and non-alcoholic beer, and greeted by local children wearing Texas Rangers baseball caps.
India states that her passion lies in caring for people, which informs how she curates experiences. She makes it a point to engage with everyone, from drivers to restaurant staff, to discover the most intriguing opportunities. She believes that true luxury is not solely defined by opulence but encompasses authentic experiences that resonate with her clients.