When Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, she adopted the philosophy of “fake it until you make it.” At the time, she had no clients, despite fielding inquiries from people who had seen her articles. “My husband thought I was the dumbest person in the world because we would get calls from individuals eager to book trips, and I had to respond that we were fully booked with high-net-worth clients,” she recounted.
Fast forward sixteen years, and India’s strategy has proven successful as her client roster now includes notable figures like former President George W. Bush and celebrities such as Mariah Carey. Her services target individuals with annual earnings exceeding $100 million, primarily catering to those who seem to have it all. This raises the question: what unique offerings does India provide that her clients cannot achieve on their own?
India believes that while her clients are incredibly influential and connected, it’s not just those connections that make a difference—it’s the care and attention she provides. Drawing from her background as a server for five years, she emphasizes understanding what her clients desire. “Paying attention to people and genuinely caring about them is crucial,” she states.
Her firm has developed an extensive network—over 2,000 relationships within the hospitality sector—including luxury yachts, premier hotels, and elite restaurants. This network allows India to craft distinctive travel and dining experiences tailored to her clients’ needs.
“Clients articulate their desires, often envisioning the experience they want, but they lack the tools, time, access, and creativity to achieve it,” she explains. India’s skill lies in grasping these visions quickly and translating them into reality.
However, her mission extends beyond simply securing luxury experiences; she is committed to ensuring that each encounter is meaningful. India does not automatically endorse high-profile restaurants, preferring to recommend options she finds genuinely enriching. “I don’t think French Laundry in Napa is all that exciting,” she commented. “I don’t sell it. We could get someone in there, but I find Single Thread Farms more intriguing.”
While India emphasizes crafting personalized experiences for her clients rather than striving for ostentation, the events she organizes often become extraordinary. From arranging a candlelit dinner at Versailles to brunch on the Arc de Triomphe, her creativity shines through.
Additionally, she seeks to blend culinary experiences with opportunities to meet influential personalities. “We’ve organized breakfast with the Hermes family and lunch with the Fendi family in Rome,” she highlighted.
Sometimes, though, her clients crave simpler comforts. When Bush visited Ethiopia, India made sure he felt at home by providing peanut butter and non-alcoholic beer. He was also welcomed by a group of children donning Texas Rangers baseball caps.
“I truly care about people,” she says, noting that she invests her time in conversations with everyone, from cab drivers to restaurant staff, to uncover interesting options for her clients. “The world encompasses so much more than luxury; it’s about authentic experiences that my clients truly desire.”