When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was determined to make her mark in the industry, despite having no clients at the start. Reflecting on her early days, she recalled how her husband doubted her ambitions as inquiries rolled in from potential customers intrigued by her articles. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would say, even though she had yet to secure any clientele.
Fast forward sixteen years, and her perseverance has paid off. India now caters to a distinguished roster of clients, including world leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Her clientele consists of individuals earning over $100 million annually, a group that already enjoys the best life has to offer. So what unique services does India provide?
India emphasizes the importance of care and personal connection in her work. She believes that many of her clients, who command significant influence, sometimes lack the specific access or creativity to unlock the experiences they desire. “It’s about leading from the heart,” she stated. Drawing on her experience as a server for five years prior to her ventures, India has cultivated a keen understanding of human needs and preferences.
Sienna Charles boasts an extensive network, featuring over 2,000 relationships within the hospitality sector including luxury hotels, yachts, and gourmet restaurants. This network allows India to curate unique travel and dining experiences tailored to her clients’ visions. “They already see what they want to achieve; they just don’t have the tools or time to realize it,” she pointed out.
However, India’s priority goes beyond simply securing exclusive bookings; she aims to provide genuinely rewarding experiences. For instance, she chooses to avoid promoting highly acclaimed restaurants if she perceives them as less exciting. “I don’t think French Laundry in Napa is really that exciting,” she explained, indicating her preference for more unique dining experiences, such as those at Single Thread Farms.
Her creativity has led to extraordinary arrangements, including a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. In some cases, her clients’ requests are more straightforward. For example, during a visit to Ethiopia, she ensured that Bush received familiar comforts, including peanut butter and non-alcoholic beer, while children greeted him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India concluded, emphasizing her commitment to understanding and addressing the needs of her clients through everyday interactions, whether with her cab driver or restaurant staff. She believes that luxury is not only about opulence but about authentic experiences that resonate on a personal level.