When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was determined to project confidence despite starting without any clients.
Over the years, that approach has paid dividends. Today, India serves high-profile clients, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele typically consists of individuals earning over $100 million annually, which raises the question of what unique offerings she provides to this elite group.
India underscores that her approach centers on genuine care and personalized service, rather than just access to exclusive venues. Drawing on her experience as a server, she understands the importance of connecting with clients and addressing their needs.
With a vast network that includes over 2,000 contacts across the hospitality sector, including luxury hotels, yachts, and top restaurants, India excels at crafting distinctive travel and dining experiences. She points out that while many clients have ambitious visions for their trips, they often lack the time or resources to bring those ideas to fruition. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she said.
However, India aims not just to place her clients in extravagant settings, but to ensure each experience is genuinely fulfilling. For instance, she chooses not to promote highly touted venues like the French Laundry restaurant in Napa Valley, opting instead for more unique experiences that she finds more intriguing, such as Single Thread Farms.
Her services often culminate in extraordinary events. Highlights include organizing a candlelit dinner at Versailles and brunch atop the Arc de Triomphe. Additionally, India has facilitated unique opportunities for her clients to meet notable personalities, like arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, however, her clients’ demands can be simpler. For example, when President Bush visited Ethiopia, India made sure he had familiar comforts like peanut butter and non-alcoholic beer, while also arranging for local children to greet him wearing Texas Rangers hats.
“I genuinely care about people,” India said, emphasizing her day-to-day interactions with a range of individuals, from cab drivers to restaurant staff, to uncover the most interesting experiences for her clientele. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”