When Jaclyn Sienna India started her luxury travel concierge service, Sienna Charles, in 2008, her approach was to project confidence and success even before she had established a client base.
Reflecting on her early days, India reminisces about the skepticism from her husband when potential clients reached out after seeing her articles. “I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she recalls saying, despite having no clients at the time.
Fast forward sixteen years, and her strategy has proven successful. India now serves an elite clientele, including world leaders and celebrities, who earn over $100 million annually. The question arises: what does she offer that these affluent individuals cannot arrange for themselves?
India believes the difference lies in her personal touch. “My clients are more powerful and know more people, but that doesn’t always lead to success. What matters is care and connecting with people,” she states, attributing her understanding of human behavior to her previous experience as a server.
With connections to over 2,000 professionals in the hospitality industry, including luxury hotels and restaurants, India has cultivated a network that allows her to design exceptional travel and dining experiences. She notes, “My clients articulate their desires; they know what they want but lack the time, tools, and creativity to realize it.” Her talent lies in deciphering their visions and making them a reality.
However, India’s objective is not merely to secure access to exclusive venues; she aims to create meaningful experiences. For instance, she avoids recommending trendy spots like the French Laundry, as she feels other options like Single Thread Farms offer a more enriching experience.
Her services often result in unforgettable events. In one instance, she organized a candlelit dinner in Versailles, and on another occasion, arranged brunch on the Arc de Triomphe. India also combines culinary experiences with moments with notable figures, such as arranging breakfast with the Hermes family and lunch with the Fendi family in Rome.
Yet, sometimes her clients request simpler comforts. When former President George W. Bush traveled to Ethiopia, she ensured he had his favorite peanut butter and non-alcoholic beer, along with a warm greeting from local children wearing Texas Rangers baseball caps.
India’s philosophy is rooted in genuine care for her clients. She engages with everyone, from cab drivers to restaurant staff, seeking out authentic experiences that are not just luxurious but also real and engaging. “The world is not just luxury; it encompasses everything, and my clients desire authenticity,” she explains.