When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was determined to project confidence despite lacking clients.
Initially, India encountered skepticism, including from her husband. She would receive inquiries from potential clients who were interested in trips to destinations like Disney or New Jersey, to which she would respond, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” even though she had no clients at the time.
Fast forward sixteen years, India’s strategy of perseverance has proven successful. She now serves high-profile clientele, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals with annual incomes exceeding $100 million—people accustomed to having everything they want. So what sets India apart in meeting her clients’ unique needs?
India emphasizes her approach is rooted in genuine care and understanding. Previously a server for five years, she believes this experience has equipped her with insight into what makes people happy. “Paying attention and caring about those people is paramount,” she stated.
Sienna Charles boasts a network of over 2,000 connections within the hospitality sector, encompassing hotels, restaurants, and yacht services. This extensive relationship network allows India to craft exceptional travel and dining experiences tailored to her clients’ desires.
“My clients may have the means, but they often lack the tools, time, access, and creativity to realize their visions,” India noted. “One of my talents is grasping that vision with just a few words and executing it for them.”
Her mission extends beyond simply securing access to luxurious venues; she aims to ensure these experiences are meaningful. For example, she doesn’t recommend the French Laundry restaurant, stating, “I don’t think it’s really that exciting.” Instead, she prefers to suggest experiences she finds more intriguing, like dining at Single Thread Farms.
India is known for orchestrating extraordinary events—a candlelight dinner in Versailles and brunch on the Arc de Triomphe among them. She also arranges meals that include engaging with notable personalities, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests can be surprisingly simple. During a trip to Ethiopia, she ensured that President Bush had familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India remarked, highlighting her practice of engaging with everyone from cab drivers to restaurant staff to discover the most intriguing options for her clients. “The world is not just about luxury experiences; it encompasses authenticity and variety, which my clients seek.”