Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008 with a determined attitude to succeed, even if it meant pretending to have more experience than she actually did. Initially, she faced skepticism from people around her, including her husband, as she fielded inquiries for high-profile trips without any actual clients to speak of.
Fast forward sixteen years, India’s strategy has paid off handsomely. She now counts influential leaders like former President George W. Bush and celebrities such as Mariah Carey among her clientele. Her services cater to individuals earning over $100 million annually—those who seemingly have access to everything. So what distinguishes India’s offerings from what these affluent clients can arrange themselves?
According to India, the key is genuine care and personal connection. She recalls her background as a server, emphasizing that understanding people’s needs and showing sincere attention is foundational to her business. Her extensive network, which includes over 2,000 contacts in the hospitality sector, allows her to curate extraordinary travel and dining experiences.
“You don’t always need the highest-profile venues; it’s about what resonates with the client,” India remarks. Rather than pushing her clients toward conventional luxury spots, she opts for unique alternatives that might better suit their desires. For instance, she steers clear of the three-Michelin-star French Laundry in Napa, instead championing experiences at less mainstream establishments.
Part of India’s role involves crafting bespoke experiences that go beyond mere luxury. Past events include arranging a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. She also pairs meals with meaningful interactions, such as hosting breakfasts with the Hermes family or lunches with the Fendi family in Rome.
At times, her clients’ requests are more modest, as was the case when she arranged for former President Bush to enjoy peanut butter and non-alcoholic beer during a trip to Ethiopia, all while ensuring a warm welcome from local children donning Texas Rangers baseball caps.
India’s approach is rooted in a belief that authentic experiences matter just as much as luxury. She engages with everyone from cab drivers to restaurant staff in pursuit of unique options for her clients, reflecting her understanding that the essence of travel goes beyond opulence—it encompasses the richness of genuine experiences.