Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008 with an ambitious goal of establishing credibility in a competitive industry. At that time, she often found herself in situations where potential clients would reach out after seeing her articles, only to hear her apologize about being “fully booked” despite having no actual clients.
Fast forward sixteen years, and India’s persistence has paid off considerably. She now serves an elite clientele that includes notable figures such as former U.S. President George W. Bush and celebrities like Mariah Carey. Her business targets individuals with annual earnings exceeding $100 million—the ultra-wealthy who might appear to have it all. So, what does she provide that these clients cannot secure for themselves?
India believes that the key differentiator in her service is her personal touch. She draws on her background as a server, emphasizing the power of emotional connection and deep understanding of people’s needs. “Care is paramount,” she states, reflecting on how it fuels her business.
Sienna Charles has developed an extensive network of over 2,000 contacts in the hospitality sector, covering everything from yachts and hotels to gourmet restaurants. This network allows India to craft personalized travel and dining experiences that extend beyond ordinary offerings.
“My clients have the vision but often lack the resources or creativity to make it happen,” she remarks. By quickly grasping her clients’ desires, she tailors unique experiences to their specifications. For instance, while she could secure reservations at high-profile locations like the acclaimed French Laundry in Napa, she prefers to recommend alternatives that align better with her assessment of an authentic experience, such as Single Thread Farms.
India is dedicated to curating unique encounters for her clients—such as a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. She also arranges interactions with influential figures, such as breakfasts with the Hermes family or lunches with the Fendi family in Rome.
However, her approach to fulfilling client requests can be quite down-to-earth as well. When Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children sporting Texas Rangers baseball caps.
At the heart of her business philosophy, India stresses that genuine care for people enriches travel experiences. By engaging with various individuals in her day-to-day life—whether taxi drivers or restaurant staff—she strives to find the most enriching and authentic opportunities for her clients, highlighting that true luxury encompasses more than just glamorous experiences; it embodies genuine human connections.