In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, driven by a determination to succeed despite lacking clients at the start. She recalls telling potential customers that her services were fully booked while she had no clientele.
Fast forward sixteen years, and India’s efforts have paid off. She now counts a number of world leaders, including former President George W. Bush, and celebrities like Mariah Carey among her clients. Catering exclusively to individuals with annual incomes exceeding $100 million, India differentiates her services by offering something beyond what her wealthy clients can arrange for themselves.
India emphasizes that her success lies in her genuine care and understanding of her client’s needs. With a background in serving, she believes that attentiveness and empathy play crucial roles in her business. Sienna Charles has cultivated an extensive network, featuring over 2,000 contacts in the hospitality sector, which enables her to create unique travel and dining experiences tailored for her clients.
“What my clients seek is often already clear to them, but they lack the necessary tools, time, and creativity to achieve it,” India explains. She prides herself on her ability to grasp their visions and turn them into reality.
Her mission extends beyond merely securing exclusive bookings; she aims to provide meaningful experiences. For example, while many may consider the three-Michelin-star French Laundry a must-visit, India opts to recommend more unique dining experiences, such as Single Thread Farms.
The bespoke itineraries she curates are often extraordinary. Clients have enjoyed dinner by candlelight in Versailles and brunch atop the Arc de Triomphe. India often combines meals with opportunities to meet influential personalities, having organized breakfasts with members of the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are simpler. When arranging travel for Bush in Ethiopia, she made sure he had familiar comforts, like peanut butter and non-alcoholic beer, and arranged for children wearing Texas Rangers caps to welcome him.
“I genuinely care about people,” India shares, explaining that her daily interactions, whether with cab drivers or restaurant staff, help her discover authentic experiences for her clients. “Luxury isn’t everything; it’s about providing real and meaningful experiences.”