In 2008, Jaclyn Sienna India launched Sienna Charles, a luxury travel concierge, with aspirations to thrive in the competitive hospitality sector, despite initially having no clients. During her early days, she would receive inquiries from potential clients after they read about her work, only for her to respond that she was “sold out,” even though her client list was empty at the time.
Fast forward sixteen years, and India has transformed her business into a thriving enterprise catering to high-net-worth individuals, with clients that include world leaders and celebrities. She serves those whose annual earnings exceed $100 million, offering them exclusive, personalized travel experiences that go beyond what they could arrange themselves.
India emphasizes the importance of understanding and caring for her clients, stating, “It’s care. It’s leading from the heart.” Her background as a server for five years has given her insight into customer needs and preferences, which she leverages to enhance her clients’ experiences.
With a “black book” containing over 2,000 contacts in the hospitality industry — including yachts, luxury hotels, and premier restaurants — India is adept at crafting unique travel experiences. She believes her ability lies in interpreting her clients’ visions and turning them into reality with creativity and finesse.
Her approach focuses not solely on glamour but on creating meaningful and worthwhile experiences. For instance, while she could easily secure reservations at high-profile restaurants like the French Laundry, she opts to recommend places that offer more engaging experiences, such as SingleThread Farms, which she finds more intriguing.
From arranging a candlelit dinner in Versailles to brunch atop the Arc de Triomphe, India’s experiences are often unique and memorable. She also facilitates connections between her clients and influential personalities, setting up meals with prominent figures, including members of the Hermes and Fendi families.
Even when her clients seek the simple comforts of home, such as when former President George W. Bush visited Ethiopia, India ensures that their needs are met, providing items like peanut butter and non-alcoholic beer, along with a warm welcome from local children.
Ultimately, India highlights that her passion lies in fostering authentic experiences for her clients, combining luxury with genuine care to create moments that resonate on a personal level. She asserts that the world encompasses far more than just luxury — it is about discovering what’s truly meaningful.