When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge service, in 2008, she aimed to project confidence despite operating without clients. She recalls her husband’s skepticism as they received inquiries from individuals interested in trips to destinations like Disney or New Jersey, while she had no actual clientele to accommodate. To maintain the illusion of success, she often claimed her services were fully booked with high-net-worth individuals.
Fast forward to today, after sixteen years of perseverance, India’s strategy has paid off. She now boasts an impressive roster of clients, including notable figures like former President George W. Bush and celebrity Mariah Carey. Sienna Charles caters exclusively to clients whose annual incomes exceed $100 million, providing services that transcend mere access to exclusive venues.
India emphasizes that what sets her apart is not just access to luxury, but a genuine approach centered on care and understanding. Drawing from her prior experience as a server, she believes that listening to her clients and recognizing their needs is essential. This focus on personalized service has helped her cultivate a vast network of over 2,000 relationships within the hospitality sector, covering everything from luxury accommodations to high-end dining.
Her clients articulate their desires in broad terms, and India’s talent lies in interpreting these visions and transforming them into custom experiences. She critiques high-profile establishments like the French Laundry, preferring to recommend unique spots that resonate more with her clients’ interests, such as Single Thread Farms.
India’s work frequently involves creating unforgettable events, such as orchestrating a candlelight dinner in Versailles or a brunch atop the Arc de Triomphe. She also arranges encounters with influential figures, including meetings with renowned families in the fashion industry.
However, not all requests are extravagant. For example, during Bush’s visit to Ethiopia, she ensured he had his favorite comforts, such as peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers hats.
India’s commitment to authenticity and understanding the world beyond luxury shapes her approach. Her daily interactions with various individuals, from cab drivers to restaurant staff, reflect her dedication to finding the most genuine experiences for her clients.