Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the ambition to succeed despite having no initial clients. At the time, even her husband doubted her plans as she would often receive inquiries from potential customers whom she couldn’t serve due to being “fully booked” with high-net-worth clients.
Fast forward sixteen years, and India has established a reputable clientele that includes notable figures like former President George W. Bush and celebrity icons such as Mariah Carey. Her focus is on serving individuals with annual incomes exceeding $100 million, essentially catering to people who seem to have access to everything. So, what unique offerings does India provide to her elite clients?
India emphasizes that her clients, despite their power and connections, often lack the personal touch that can truly enhance their experiences. Drawing from her background as a server, she prioritizes emotional intelligence and genuine care in her service. Building a network of over 2,000 contacts within the hospitality sector—comprising yachts, hotels, and upscale restaurants—has enabled her to craft bespoke travel and culinary experiences.
Her clients usually have visions of what they want to achieve but may lack the means to realize them. India possesses a talent for interpreting their ideas and executing them efficiently.
While her clients might expect access to lavish venues, she places equal importance on ensuring that these experiences are authentically meaningful. For example, India is skeptical about the appeal of high-profile destinations like the French Laundry in Napa and prefers to recommend other unique dining experiences, such as Single Thread Farms.
India often curates singular events, including a candlelight dinner at Versailles and brunch on the Arc de Triomphe. Her services occasionally involve personalized interactions with influential figures, such as arranging meals with the Hermes family or the Fendi family.
However, she also addresses simpler requests. For instance, when President Bush visited Ethiopia, India ensured he had some comforts from home, such as peanut butter and non-alcoholic beer, alongside interactions with local children wearing Texas Rangers caps.
At the core, India believes that true luxury is not just about opulence but about authentic experiences. Her dedication to understanding the desires of her clients extends beyond conventional luxury, aiming to offer an encompassing view of the world.