Jaclyn Sienna India started her luxury travel concierge service, Sienna Charles, in 2008 with a vision of success that required her to project confidence, even in uncertain times. Initially, she faced skepticism from her husband due to the lack of actual clients, despite receiving inquiries about travel plans from potential customers after they saw her articles.
Now, 16 years later, her efforts have borne fruit, allowing her to cater to high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. India’s clientele consists of individuals with annual incomes exceeding $100 million, clients who often have access to every conceivable luxury. What sets India apart is her ability to provide personalized experiences that her clients, despite their wealth and status, cannot source themselves.
India emphasizes that what ultimately leads to successful arrangements is not just influence, but genuine care and attention to her clients’ needs. Drawing from her background as a server, she understands the human element of service, which she believes is critical for satisfying her elite customers.
Sienna Charles is equipped with an extensive network, or “black book,” containing over 2,000 contacts across the hospitality sector, including luxury hotels, yachts, and fine restaurants. This network enables India to curate unique travel experiences tailored to her clients’ specific desires.
She notes that her clients often have a vision for their trips but might lack the resources to realize it. One of her strengths is interpreting their wishes and delivering exceptional experiences. For her, luxury is not merely about exclusivity; it’s about meaningful engagement.
For example, when assessing dining experiences, India prioritizes distinctiveness over traditional luxury. She considers alternatives to high-end restaurants that might not meet her standards for excitement, as seen in her preference for Single Thread Farms over the French Laundry.
Her services often involve creating unique moments, such as organizing a candlelit dinner at Versailles or brunch on the Arc de Triomphe. She also arranges meetings with influential figures, like breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients appreciate simpler comforts, as demonstrated when she ensured that President Bush had favorite snacks, like peanut butter and non-alcoholic beer, during a trip to Ethiopia, alongside a warm welcome from local children wearing Texas Rangers caps.
India’s philosophy centers around authenticity and the idea that luxury should encompass genuine experiences rather than mere extravagance. She believes that a successful experience is one that resonates on a personal level, providing what her clients truly seek.