Jaclyn Sienna India, founder of the boutique travel concierge Sienna Charles, launched her business in 2008 with a vision of catering to high-net-worth individuals despite initially lacking clients. Fast forward sixteen years, and she has successfully built a renowned reputation, attracting a roster of distinguished clients that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey.
Initially, India faced skepticism, even from her own husband, as she crafted elaborate responses to inquiries from potential clients, all while she had no actual customers. However, her strategy of “faking it until making it” has clearly paid off. Today, Sienna Charles specializes in serving clients who earn over $100 million annually, providing them with exclusive travel experiences they can’t easily arrange on their own.
India emphasizes that her success stems from her genuine care for her clients, which she describes as paramount to her concierge service. With a background as a server, she intuitively understands people’s desires and goes above and beyond to make their visions a reality. While her clients possess significant power and connections, India believes that meaningful results come from her personalized attention and dedication.
Her extensive “black book” features over 2,000 contacts within the hospitality sector, allowing her to create unique travel and dining experiences. She carefully selects venues based on their authenticity and experience quality, prioritizing her clients’ genuine enjoyment over mere luxury. For instance, she opted not to promote the famed French Laundry restaurant, favoring more distinctive culinary experiences, such as arranging a candlelit dinner in Versailles or a brunch on the Arc de Triomphe.
India’s approach also leans towards connecting her clients with influential personalities. She has organized breakfast meetings with members of the Hermes family and lunch with the Fendi family in Rome. Occasionally, her clients simply seek familiar comforts, like when she ensured that George W. Bush had peanut butter and non-alcoholic beer during a trip to Ethiopia.
Her philosophy centers around the idea that luxurious experiences aren’t everything; what truly matters are authentic moments that resonate with people. By engaging with various individuals in her day-to-day interactions — from cab drivers to restaurant staff — India continues to seek out the most captivating options for her clientele, proving that her commitment to genuine experiences sets her business apart.
Sienna Charles not only illustrates the power of determination and creativity in the luxury travel industry but also serves as a reminder that success can stem from authentic care and meaningful connections. As she continues to thrive, India’s approach promises to redefine luxury travel by placing heart at the core of extravagant experiences.