In 2008, Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, with the philosophy of ‘faking it until making it.’ Initially, she faced skepticism, especially from her husband, as she received inquiries about travel while having no actual clients to serve.
Fast forward sixteen years, and India now caters to a high-profile clientele that includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her services target clients with annual incomes exceeding $100 million, individuals accustomed to a privileged lifestyle. Yet, India believes her unique value lies not in her client’s vast networks but in the personalized care she provides.
Having spent five years as a server before launching her business, India emphasizes understanding the needs and desires of her clients. She has forged a network of over 2,000 contacts within the hospitality industry, which enables her to create exclusive travel and dining experiences.
India listens closely to her clients to grasp their vision, providing them with tailored experiences that they may not have the time or resources to curate themselves. Instead of simply directing clients to the most well-known venues, she focuses on what resonates with them. For example, she prefers to recommend innovative places like Single Thread Farms over the more traditional French Laundry in Napa.
Her aim is not just to secure reservations at lavish locations but to ensure that her clients’ experiences are genuinely meaningful. She has organized exceptional occasions such as a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she has facilitated encounters with influential figures, arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Moreover, India is attentive to simpler comforts for her clients. For instance, when Bush visited Ethiopia, she arranged for him to have peanut butter and non-alcoholic beer, and he was welcomed by children wearing Texas Rangers baseball caps.
India’s devotion to understanding people extends beyond her clients; she engages with everyone she encounters in her day-to-day life to discover the best options for her clients. To her, luxury is not the sole focus; rather, it is about providing authentic and enriching experiences that resonate with her clients.