Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008 with the mantra of “fake it till you make it.” At the time, her husband doubted her ambitions as they received inquiries from potential clients such as families wanting to visit Disney or weekend travelers heading to New Jersey, despite her having no clients to cater to.
Fast forward sixteen years, and that initial strategy has led India to serve high-profile clients, including former President George W. Bush and pop icon Mariah Carey. Her clientele consists of individuals with annual incomes exceeding $100 million, individuals who appear to have it all. So, what unique offerings does Sienna Charles provide?
India emphasizes her bespoke approach, stating, “My clients are significantly more powerful than me, and they have vast networks, but that’s not what gets things done. It’s care. It’s leading from the heart.” With experience as a server prior to launching her business, she understands the importance of personal connection and attention to detail in creating memorable experiences.
Sienna Charles maintains an extensive network within the hospitality sector, boasting a “black book” of over 2,000 contacts in luxury hotels, yachts, and fine dining establishments. This network allows India to curate bespoke travel experiences tailored to the specific desires of her clients.
She notes that her clients often have a vision for their experiences but might lack the necessary resources or creativity to achieve it. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” India shared.
Importantly, India’s focus is not solely on luxury but on ensuring a meaningful experience. For instance, she chooses to bypass well-known establishments like the three-Michelin-star French Laundry in California, promoting instead unique experiences like dining at Single Thread Farms.
Her services have included organizing exclusive events, such as a candlelit dinner at Versailles and brunch atop the Arc de Triomphe. Additionally, she has facilitated meals with notable individuals, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
India also recognizes that her clients sometimes desire simpler comforts. For George W. Bush’s trip to Ethiopia, she ensured he had familiar items from home, like peanut butter and non-alcoholic beer, while also arranging encounters with local children wearing Texas Rangers caps.
“I genuinely care about people,” India explained, highlighting her dedication to discovering unique options by connecting with others, from cab drivers to restaurant staff. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”