Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008 with the intention of “faking it until making it.” Initially, she faced skepticism, including from her husband, as she received inquiries from potential clients interested in travel experiences despite lacking any actual clients.
Fast forward sixteen years, and India has successfully built a clientele that includes global leaders and celebrities like Mariah Carey. Her services cater to individuals whose wealth exceeds $100 million—a lot of whom are accustomed to luxury. So, what does India offer that her clients cannot access themselves?
India emphasizes the importance of genuine care and connection in her business. Drawing on her experience as a server for five years, she understands the nuances of human interaction and prioritizes attentiveness to her clients’ needs.
Sienna Charles has established an extensive network, with a “black book” that includes over 2,000 contacts in the hospitality sector, covering yachts, hotels, and upscale restaurants. This network allows India to craft unique experiences tailored to her clients’ preferences.
She notes that many clients have a clear vision of what they want but lack the resources or time to actualize it. India prides herself on grasping these ideas quickly and turning them into reality.
Importantly, India focuses on curating meaningful experiences rather than merely offering access to high-end venues. For instance, despite its prestige, she does not promote the three-Michelin star French Laundry restaurant, suggesting a lesser-known spot, Single Thread Farms, instead, which she finds more appealing.
Her creative approach has resulted in extraordinary events, such as arranging a candlelit dinner in Versailles and hosting brunch on the Arc de Triomphe. Additionally, she pairs dining experiences with opportunities to meet influential figures, like arranging meals with members of prominent fashion families.
Sometimes her clients’ requests are simpler. For example, when former President George W. Bush visited Ethiopia, she ensured he had comforting snacks from home and was warmly welcomed by local children in Texas Rangers caps.
India expresses her deep care for her clients, investing time in conversations with various people, from drivers to restaurant staff, to discover unique options. She believes that authentic experiences—beyond just luxury—are what her clients truly seek.