Jaclyn Sienna India founded Sienna Charles, a boutique travel concierge, in 2008 with the intention of creating opportunities and building a reputation in the luxury travel sector, even when she had no clients to speak of. Initially, India faced skepticism from her husband, who questioned her approach as she handled requests from prospective clients with fabricated success stories.
Fast forward sixteen years, India now boasts a clientele that includes significant figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals earning over $100 million annually, serving those who seemingly have it all. So, what does India offer that these high-net-worth clients cannot access themselves?
According to India, the differentiating factor is emotional investment. She believes that while her clients are often powerful and well-connected, what truly matters is the care she puts into her services. Drawing from her background as a server, she understands the nuances of customer service and emphasizes the importance of attentive and personalized experiences.
Sienna Charles features an extensive “black book” of over 2,000 contacts across the luxury hospitality realm, including yachts, hotels, and upscale dining venues. This network not only allows India to facilitate unique travel and dining experiences, but it also enables her to understand her clients’ visions and help realize them, even if they lack the resources or creativity.
India’s aim is to ensure that her clients enjoy truly valuable experiences rather than simply glamorous ones. For instance, she avoids booking tables at establishments like the acclaimed French Laundry, believing that other options, such as Single Thread Farms, can offer more memorable experiences.
The experiences India orchestrates for her clients are often exclusive, including bespoke events like candlelight dinners in Versailles or brunch on the Arc de Triomphe. She also arranges meals that connect her clients with notable personalities, such as having breakfast with the Hermes family or lunch with the Fendi family in Rome.
On occasion, the requirements can be surprisingly simple. During Bush’s trip to Ethiopia, she provided him with comforts from home, including peanut butter and non-alcoholic beer, while arranging for children to greet him wearing Texas Rangers caps.
India’s commitment to her clients extends beyond luxury; she emphasizes authentic experiences that reflect the richness of life. Her approach involves engaging with everyone from cab drivers to restaurant staff, ensuring that she can present her clients with the most interesting and genuine options available.