Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008 with a bold approach of projecting success even in the early days when she had no clients. Despite her husband’s skepticism, she would field inquiries from potential customers interested in travel. “I’m sorry, we’re really sold out this season with high-net-worth people,” she would respond, even though she was starting from scratch.
Fast forward sixteen years, and her strategy has proven effective. Now, India counts numerous high-profile figures among her clientele, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals with annual earnings exceeding $100 million, a demographic that seemingly has everything yet seeks something more.
India emphasizes that her role extends beyond mere logistics. “My clients are significantly more powerful than me, yet it’s care and leading from the heart that makes a difference,” she explains, recalling her five years as a server, which equipped her with insights into people’s desires and motivations.
Her firm’s extensive network, known as a “black book,” boasts over 2,000 connections within the hospitality sector, including yachts, hotels, and upscale restaurants. This network enables her to curate unique travel and dining experiences tailored to her clients’ visions. “They often have an idea of what they want to experience, but they lack the tools and creativity to realize it,” she notes.
India is selective about the experiences she recommends, believing that luxury isn’t always synonymous with excitement. For example, despite the prestige of the three-Michelin star restaurant French Laundry in Napa, she prefers to suggest what she considers more intriguing options, such as the innovative offerings at Single Thread Farms.
Her ability to deliver unique, personalized events is another hallmark of her service. Past arrangements have included candlelight dinners in Versailles and brunch atop the Arc de Triomphe. India also prides herself on blending dining experiences with opportunities to meet notable figures, having organized meals with the Hermes and Fendi families.
At times, her clients’ needs are more modest. During a trip to Ethiopia, she ensured that Bush had familiar comforts, such as peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India asserts, highlighting her dedication to finding authentic experiences beyond luxury. She engages with everyone around her to identify unique offerings for her clientele. For her, the essence of travel lies in authentic encounters, not just opulent ones.