When Jaclyn Sienna India established her travel concierge service, Sienna Charles, in 2008, she was determined to project confidence even without substantial backing.
In an industry where influential figures often demand extraordinary service, India initially faced skepticism, even from her husband, as she took calls from people seeking travel advice while lacking any actual clients. “I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’” she recounted, despite not having any customers at the time.
Fast forward sixteen years, and India now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, all of whom generate over $100 million annually. So, what does Sienna Charles offer that these affluent individuals can’t manage on their own?
According to India, empathy and attention to detail are key. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she stated, drawing from her prior experience as a server. She understands the nuances of hospitality and the importance of connecting with people.
Sienna Charles prides itself on a vast network of connections, known as her “black book,” which includes over 2,000 contacts in the hospitality sector across yachts, hotels, and fine dining establishments. This network not only facilitates unique travel experiences but also helps India curate unforgettable moments for her clients.
“My clients explain what they’re looking for because they envision it,” India explained. “They just don’t have the tools, time, access, and creativity to achieve that.” Her talent lies in discerning their vision from limited information and translating that into reality.
However, India emphasizes that her aim is not solely to provide access to lavish venues but to ensure that each experience is genuinely enriching. For example, she is not a proponent of dining at popular establishments like the French Laundry in Napa. “I don’t think French Laundry is really that exciting,” she commented, suggesting alternatives that she finds more intriguing.
Her unique offerings often include exclusive events, such as organizing a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also facilitates meetings with notable personalities, arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are straightforward. When Bush visited Ethiopia, she made arrangements for familiar comforts, providing him with peanut butter and non-alcoholic beer while ensuring he received a warm welcome from local children wearing Texas Rangers caps.
India asserts her passion for her clients and the authenticity of experiences. She dedicates her days to engaging with everyone around her, from cab drivers to restaurant staff, continually seeking the most interesting opportunities to present. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she concluded.