Jaclyn Sienna India started her luxury travel concierge service, Sienna Charles, in 2008, aiming to establish herself in the industry despite having no clients at the time. Initially, she fielded inquiries from potential clients while claiming to be fully booked with high-net-worth individuals, a strategy that seemed questionable to her husband.
Fast forward sixteen years, India’s efforts have paid off, and she now serves a distinguished clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services cater to individuals earning over $100 million annually, who are accustomed to having everything at their fingertips. So, what does India offer that these clients cannot organize themselves?
India emphasizes the importance of personal connection and care over mere connections. Drawing from her background as a server for five years, she focuses on understanding her clients’ needs and desires. “Paying attention and caring about those people is paramount,” she states.
Sienna Charles maintains a vast network of more than 2,000 relationships within the hospitality sector, encompassing yachts, hotels, and upscale restaurants. This network allows India to craft unique travel and dining experiences for her clients. “They just don’t have the tools, the time, the access, and the creativity to fulfill that,” she explains, highlighting her ability to comprehend her clients’ visions and bring them to life.
India’s goal extends beyond providing access to glamorous locations; she aims for each experience to hold real value. For instance, she does not promote the renowned French Laundry restaurant in Napa, believing there are more compelling dining experiences elsewhere, like Single Thread Farms.
While she prioritizes creating tailored experiences over sheer luxury, India frequently delivers extraordinary one-of-a-kind events, such as a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. She also arranges meetings with prominent personalities, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
On occasion, her clients seek simpler comforts. For President Bush’s trip to Ethiopia, she ensured he had peanut butter and non-alcoholic beer, along with a welcoming reception from local children wearing Texas Rangers caps.
India emphasizes her genuine care for people and dedicates her day to connecting with individuals from various walks of life, whether they’re cab drivers or restaurant staff, to curate the most engaging experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and [my clients] want authentic experiences,” she concludes.