When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she approached the business with a strategy of “faking it until making it.” At the onset, she faced skepticism, including from her husband, as she received inquiries about travel services despite lacking clients. She would often tell potential customers that her business was too busy and fully booked.
Fast forward sixteen years, and her approach has proven successful. India now caters to a clientele that includes influential figures such as former President George W. Bush and celebrities like Mariah Carey. Her focus is on clients who earn over $100 million annually—those who already enjoy a life of luxury. So, what does she provide that they cannot secure themselves?
India believes that true value lies not in connections or wealth but in genuine care and understanding. With a background as a server, she emphasizes the importance of paying attention to details that resonate with people. Sienna Charles boasts an extensive network of over 2,000 contacts in the hospitality sector, including yachts, hotels, and fine dining establishments. This vast network allows her to create exceptional travel and dining experiences tailored to her clients’ desires.
She describes her role as helping clients articulate their visions and then delivering those experiences. While she can access prestigious venues, her priority is to ensure the experiences are meaningful, often opting for less conventional choices over renowned establishments. For example, instead of the acclaimed French Laundry in Napa, she prefers to recommend SingleThread Farms, which she finds more intriguing.
India frequently curates unique experiences, such as a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. She also enjoys pairing meals with encounters alongside influential figures, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, her services are not always about extravagance. For Bush’s visit to Ethiopia, she made sure he felt at home with familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India stresses her commitment to authenticity. She connects with a wide array of individuals—from cab drivers to restaurant staff—to uncover exciting and genuine experiences for her clients, believing that the essence of travel is not just luxurious escapades but authentic adventures that resonate on a personal level.