When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, she was committed to projecting confidence even without a solid client base. In those early days, she often received inquiries from prospective clients who had seen her articles, but her response was a fabricated, “Sorry, we’re fully booked this season with high-net-worth individuals,” despite having no clients at all.
Fast forward sixteen years, and India’s approach has proven successful. She now boasts a roster of elite clients, including prominent figures such as former President George W. Bush and music star Mariah Carey. Her clientele comprises individuals earning over $100 million annually—those who seemingly have access to everything. Yet, India offers something different.
“My clients possess immense power and connections, but what really matters in achieving results is care and empathy,” she explains. With a background as a server for five years before founding her company, India understands the importance of attention and dedication in her business.
Sienna Charles maintains a vast network of over 2,000 contacts in the hospitality sector, including connections with luxury hotels, yachts, and high-end dining establishments. This network enables India to craft bespoke travel and dining experiences tailored to her clients’ visions.
“My clients articulate their goals, but they often lack the resources, time, and creativity to realize them,” India notes. “I excel at grasping their vision from just a few words and making it a reality.”
Rather than simply directing her clients to the most elite venues, India prioritizes experiences that hold genuine value. For instance, she believes that popular dining establishments like the French Laundry don’t always provide the most enriching experiences, preferring to recommend what she finds more intriguing, such as Single Thread Farms in Napa.
Her commitment to unique and memorable experiences has led to extraordinary events—for example, she once organized a candlelit dinner at Versailles and facilitated a brunch atop the Arc de Triomphe. Additionally, Indian highlights the importance of connecting clients with notable personalities, like when she arranged meals with the Hermes and Fendi families.
Sometimes her clients desire a more personal touch. For instance, when President Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by children wearing Texas Rangers caps.
“I genuinely care about people,” India emphasizes. She interacts with everyone throughout her day, from cab drivers to restaurant staff, to uncover unique options for her clients. “Luxury is not the only focus; my clients seek authentic experiences that allow them to connect with the world in its entirety.”