Jaclyn Sienna India established Sienna Charles, a boutique travel concierge service, in 2008 with the intent of building a reputation through perseverance and resourcefulness.
Initially, India faced significant skepticism, including from her husband, who doubted her prospects when they received inquiries from potential clients about vacation plans she had no current ability to fulfill. “We were so busy, we’re really sold out this season with high-net-worth people,” she would say, despite having no clients at the time.
Now, 16 years later, India has successfully built a clientele that includes numerous global leaders, such as former President George W. Bush, and high-profile celebrities like Mariah Carey. Her services cater to individuals earning over $100 million annually, who often have access to everything but still seek unique experiences.
India believes that what sets her apart is her commitment to empathy and personalized service. Drawing on her background as a server, she emphasizes the importance of genuinely caring for her clients’ needs. “It’s care. It’s leading from the heart,” she stated.
Her extensive network, which includes more than 2,000 contacts within the hospitality sector—covering luxury hotels, exclusive restaurants, and charter services—allows her to craft distinctive travel and dining experiences. “They [clients] see what they want to achieve, but they don’t have the tools, the time, the access, and the creativity,” India explained. “One of my gifts has been understanding that vision with only a few words and delivering that to them.”
India’s aim is not only to secure access to high-profile or extravagant venues but to ensure that the experiences are meaningful. For instance, she does not promote dining at renowned establishments simply for their accolades if she feels they do not align with her clients’ interests. “I don’t think French Laundry in Napa is really that exciting,” she remarked, suggesting alternatives that she believes offer more engaging experiences.
Her approach often includes creating once-in-a-lifetime events. She has organized candlelight dinners in Versailles and brunch on the Arc de Triomphe. Additionally, India strives to connect her clients with notable personalities, having arranged meals with the Hermes and Fendi families.
Sometimes, her clients have simpler requests. When Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” she affirmed, detailing how she engages with various individuals from drivers to restaurant staff to uncover the most enriching options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”