Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with a strategy of “fake it until you make it.” At the time, she had no clients but was determined to succeed. She often told potential clients that her services were in high demand, even though she was just starting out.
Fast forward sixteen years, and India’s approach has proven successful. Her clientele now includes prominent figures like former President George W. Bush and celebrities such as Mariah Carey. The individuals she serves typically earn upwards of $100 million annually, which raises the question of what unique value she offers to those who already have access to the finest luxuries.
India emphasizes that while her clients are influential and connected, it’s personal attention and genuine care that make a difference in her service. With a background as a server prior to her entrepreneurial journey, she understands the importance of personalized service and nurturing relationships. She has built a vast network of over 2,000 contacts in the hospitality industry, which allows her to create exclusive travel and dining experiences for her clients.
“Clients often articulate their desires, and while they envision their experiences, they lack the time or tools to realize them,” India explains. “I have a knack for interpreting that vision and bringing it to life.”
Her goal extends beyond simply providing access to luxurious venues; she aims to ensure each experience is meaningful and worthwhile. For instance, while she could offer reservations at the famed French Laundry restaurant in Napa, she prefers to recommend other unique dining experiences that resonate more with her clients’ individual interests.
India has curated extraordinary events, such as a private candlelight dinner in Versailles and brunch atop the Arc de Triomphe. She frequently combines these experiences with opportunities to meet prominent figures, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, she also recognizes that sometimes her clients seek simpler comforts. For Bush’s trip to Ethiopia, she ensured he had familiar snacks like peanut butter and non-alcoholic beer, and arranged for a warm welcome from local children wearing Texas Rangers baseball caps.
“I truly care about people,” India states. She dedicates her time to connecting with everyone from cab drivers to restaurant staff to uncover the most authentic and interesting options for her clients. “It’s not just about luxury; it’s about genuine experiences that matter.”