When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she approached her new venture with a mindset of perseverance.
In the early days, India faced skepticism, including from her husband, as intriguing requests rolled in without any existing clientele. “I’d receive calls from individuals asking for help planning trips, and I would have to turn them down, claiming we were fully booked with high-net-worth clients,” she recounted.
Fast forward to today, after 16 years of hard work, India now serves a prestigious roster of clients, including former President George W. Bush and renowned celebrities like Mariah Carey. Her unique platform caters to individuals earning over $100 million annually—clients who seemingly have it all. Yet, India distinguishes herself by providing what her clientele cannot easily acquire on their own: a deep sense of care and personalized service.
“The people I work with are incredibly powerful and well-connected, but it is often personal attention and empathy that truly make a difference,” she stated. Drawing from her five years of experience as a server, India believes that understanding the nuances of human interaction is crucial. Her vast network—boasting over 2,000 contacts in the hospitality sector, including luxury hotels, yachts, and high-end restaurants—enables her to curate extraordinary travel experiences.
India emphasizes that her role involves translating her clients’ visions into reality, even when they may lack the means or creativity to actualize them. “They usually articulate what they want to achieve but need assistance with implementation. I excel at grasping their objectives and making them happen,” she said.
Furthermore, India does not simply focus on providing access to exclusive locations; her aim is to ensure that each experience is genuinely valuable. “I don’t find French Laundry in Napa that exciting,” she remarked about the renowned restaurant, “so I choose not to promote it. There are other venues, like Single Thread Farms, that offer a more compelling dining experience.”
Despite her focus on customized luxury, the experiences India creates for her clients are often truly unique. She has organized a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe.
Occasionally, her clients’ preferences lean towards simplicity. For instance, when Bush visited Ethiopia, she arranged for him to have familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I truly care about my clients,” India emphasized. She spends her days engaging with a wide array of people—from taxi drivers to restaurant staff—seeking the most remarkable experiences for her clientele. “Luxury is just one facet of the world; my clients desire genuine and authentic encounters.”