When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge, in 2008, she was focused on presenting an image of success despite being a newcomer to the industry.
Reflecting on her early challenges, India recalled how her husband questioned her ambitions as they received calls from potential clients who were drawn in by her articles. “We’re so busy, we’re really sold out this season with high-net-worth people,” she would reply, despite having no clients at the time.
Fast forward sixteen years, and India’s persistence has paid off. She now caters to a prestigious roster of clientele, including prominent figures like former President George W. Bush and celebrities such as Mariah Carey. Her services are aimed at individuals earning over $100 million annually, who typically have access to the best offerings but seek something more personalized.
India believes her unique approach differentiates her from other service providers. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she explains. With a background as a server for five years, she emphasizes the importance of understanding her clients’ needs and delivering meaningful interactions.
Sienna Charles benefits from a vast network that includes over 2,000 contacts within the hospitality sector, which allows India to craft bespoke experiences for her high-profile clients. She explains, “They already see what they want to achieve. They just don’t have the tools, the time, the access, and the creativity to be able to fulfill that,” highlighting her skill in interpreting and realizing their visions.
While often associated with luxury, India focuses on providing worthwhile experiences rather than just access to high-end venues. For instance, she opts not to promote the renowned French Laundry restaurant, as she believes offerings like Single Thread Farms present more engaging experiences.
India frequently curates exclusive events, such as a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. She also arranges opportunities for her clients to connect with influential personalities, like breakfast with the Hermes family and lunch with the Fendi family in Rome.
However, she recognizes that sometimes her clients desire simpler comforts. During Bush’s trip to Ethiopia, for example, she arranged for him to enjoy peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India underscores her commitment to authenticity and connection. She engages with a variety of people throughout her day—from cab drivers to restaurant staff—to discover unique options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything and [my clients] want authentic experiences.”