When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she was committed to “faking it until I made it.” At the time, she struggled to convince potential clients of her legitimacy, even telling them she was fully booked while having no actual clients.
Fast forward sixteen years, and India has succeeded beyond her initial ambitions. She now counts notable figures such as former President George W. Bush and celebrities like Mariah Carey among her clients. Her clientele consists of individuals earning over $100 million annually, which means they typically could arrange their own luxury trips. So what distinguishes India’s services?
According to India, the key lies in genuine care and understanding of her clients’ needs. Drawing from her experience as a server, she emphasizes the importance of emotional intelligence in her work. “Paying attention and caring about those people is paramount,” she states.
Sienna Charles boasts an extensive network of connections—more than 2,000 relationships within the hospitality sector, including luxury hotels, yachts, and top-tier restaurants. This network not only facilitates unique travel experiences but also helps India grasp her clients’ visions quickly.
India prefers to ensure her clients have meaningful experiences rather than just access to exclusive venues. For instance, she expressed her lack of enthusiasm for the three-Michelin-star French Laundry restaurant, suggesting alternatives like Single Thread Farms, which she finds more intriguing.
Her tailored approach has led to extraordinary experiences for her clients, including a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she often arranges meals with influential personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests can be surprisingly simple. During a trip to Ethiopia, India ensured that Bush received familiar comforts, such as peanut butter and non-alcoholic beer, and arranged a warm welcome featuring local children in Texas Rangers hats.
“I genuinely care about people,” India asserts, noting that her day involves engaging with various individuals—from cab drivers to restaurant staff—to uncover the most interesting options for her clients. She believes that authentic experiences extend beyond mere luxury, encompassing the richness of genuine human encounters.