Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008 with the mindset of “fake it until you make it.” Initially, she faced skepticism from her husband as calls came in from prospective clients looking for travel experiences, while she had no actual customers at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now attracts high-profile clients, including world leaders such as former President George W. Bush and celebrities like Mariah Carey. Her clientele consists of individuals who earn over $100 million annually, typically those accustomed to luxury.
India emphasizes that her clients hold more power and connections than she does, but she believes that genuine care and attention to detail make the difference in service. Drawing on her previous experience as a server, she understands the nuances of human interaction and customer needs.
Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, which allows India to curate exclusive travel and dining experiences. She listens closely to her clients’ wishes and translates them into unique adventures tailored to their desires.
Unlike other concierges focused solely on exclusivity, India aims to deliver experiences that are meaningful. For instance, while many might consider dining at French Laundry a benchmark of luxury, she prefers to recommend other options she finds more interesting, such as Single Thread Farms.
Her creativity is evident in the extraordinary experiences she offers, including a candlelit dinner at Versailles and brunch on the Arc de Triomphe. She also arranges encounters with notable figures, such as breakfasts with the Hermes family and lunches with the Fendi family.
Sometimes, however, simplicity is key. When organizing a trip for Bush to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, and even arranged for local children to greet him wearing Texas Rangers baseball caps.
India’s commitment to authentic experiences, rather than merely luxurious ones, drives her work as she interacts with all levels of personnel in the travel and hospitality industry. She believes that the essence of travel lies in genuine connections and experiences that resonate on a personal level.