When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she set out to create a reputation even before she had a client base. Initially, her husband doubted her approach as they received inquiries from potential clients who mentioned reading about her. India would respond that her services were fully booked with high-net-worth individuals, even though she had no clients at that time.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts prominent figures, including former President George W. Bush and celebrity Mariah Carey, among her clientele, all of whom earn over $100 million annually. India emphasizes that her service goes beyond mere bookings; it is about genuinely caring for her clients.
“The people I work with are incredibly influential, but it’s care that truly gets things done,” India stated. Drawing on her background as a server, she claims to understand what makes people tick and prioritizes building relationships in the hospitality industry.
Sienna Charles maintains an extensive “black book” comprising over 2,000 contacts, which helps India create unique travel experiences tailored to her clients’ desires. She understands their vision quickly and delivers experiences that they may otherwise lack the time or resources to achieve.
Notably, her focus is not solely on luxury; she believes in providing meaningful experiences. For example, India opts not to promote highly acclaimed venues if she believes they do not meet her clients’ expectations. Instead, she looks for unique local experiences that stand out.
India has orchestrated exclusive events, such as a candlelight dinner in Versailles and a brunch on the Arc de Triomphe. She often combines fine dining with meetings involving notable personalities, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, however, her services cater to simpler needs, like when she helped Bush feel at home during a trip to Ethiopia by providing peanut butter and non-alcoholic beer while arranging for local children to greet him in Texas Rangers caps.
“I truly care about people,” India remarked. She spends her day engaging with a variety of individuals, from cab drivers to restaurant staff, striving to discover the most enriching options for her clients. She believes that the essence of travel lies not only in luxury but in authentic experiences.