Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the motto of “fake it until you make it.” At the time, she received calls from potential clients who had read her articles, and while she told them she was fully booked, she had no clients at all—a fact that left her husband skeptical about her business venture.
Fast forward sixteen years, and India has successfully transformed her startup into a sought-after service for high-profile clients, including former President George W. Bush and singer Mariah Carey. Her clientele consists of individuals who earn over $100 million annually, which encompasses individuals who seemingly have access to everything. So, what can India offer that these affluent clients cannot manage themselves?
India believes it’s all about genuine care and relationship building. “My clients are more powerful than me and know many people, but connections alone don’t drive results. It’s about caring and leading from the heart,” she states. Drawing from her experience as a server for five years before establishing her business, she emphasizes the importance of understanding people’s needs.
Her extensive contacts—over 2,000 across the hospitality sector, including luxury yachts, hotels, and restaurants—enable her to create exceptional travel experiences tailored for her clients. “They have a vision of what they want, but they often lack the tools and access,” India noted. “I have a knack for interpreting that vision and bringing it to life.”
India aims to provide her clients not only with exclusive access but also with meaningful experiences. For instance, she chooses to avoid promoting popular but overrated dining options, like the French Laundry in Napa, opting instead for more unique offerings, such as the innovative experiences at Single Thread Farms.
Her services often culminate in extraordinary events. She once arranged a romantic candlelit dinner at Versailles and another occasion saw her client enjoying brunch atop the Arc de Triomphe. Additionally, she facilitates memorable encounters, like breakfast with the Hermes family or lunch with the Fendi family in Rome.
Sometimes, however, her clients desire simpler comforts. During a trip to Ethiopia, she ensured that Bush could enjoy familiar treats like peanut butter and non-alcoholic beer, while a group of children welcomed him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India emphasizes. She spends her day engaging with various individuals, from cab drivers to restaurant personnel, to discover the most engaging options for her clients. “The world encompasses much more than luxury. Authentic experiences are what appeal to my clients.”