Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the mindset of “fake it until you make it.” At the time, she had no clients but would field calls from potential customers interested in trips to destinations like Disney or New Jersey, all while claiming to be booked with high-net-worth clients.
Fast forward 16 years, and India’s strategy has led to significant success. Her clientele now includes political figures and celebrities, with services targeted at those earning over $100 million annually. What sets India apart in a competitive market is her emphasis on genuine care and understanding her clients’ needs, rather than merely leveraging their status.
India’s extensive connections—her “black book” includes over 2,000 relationships within the hospitality sector—enable her to craft bespoke travel and dining experiences. She believes that while her clients may wield considerable influence, it is her empathy and attentiveness that truly help achieve their vision for a trip.
Unlike typical luxury travel services, India curates experiences tailored to what her clients genuinely desire. She prioritizes authenticity over exclusivity, opting not to promote well-known dining spots like French Laundry, which she finds less stimulating compared to emerging culinary destinations.
Over the years, she has orchestrated remarkable experiences for her clients, such as a candlelit dinner in Versailles or brunch on the Arc de Triomphe. Additionally, she arranges opportunities to meet influential personalities, having set up meals with notable families, including the Hermès and Fendi families.
Sometimes her clients seek simpler comforts; for instance, when former President George W. Bush visited Ethiopia, India ensured he had peanut butter and non-alcoholic beer available to him, alongside a warm welcome from local children wearing Texas Rangers baseball caps.
India’s philosophy centers on a deep-seated care for people and the belief that luxury is not merely about opulence but encompasses unique, genuine experiences as well. She engages regularly with various individuals from cab drivers to restaurant staff to uncover the most interesting and authentic options for those she serves.