When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she was determined to project confidence even amid uncertainty. Early on, she faced skepticism from her husband when potential clients would reach out, expressing interest based on articles they saw. At the time, India had no actual clients and would respond, “I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.”
Fast-forward sixteen years, and India’s strategy has paid off substantially. She now serves high-profile clients, including numerous world leaders and celebrities like Mariah Carey, all of whom are worth over $100 million annually. With such wealth among her clientele, what unique services does India offer?
According to India, what distinguishes her service is not just connections but genuine care. Her background as a server for five years has shaped her understanding of people and their motivations, emphasizing the importance of attention and empathy.
Sienna Charles holds a vast “black book” containing over 2,000 contacts within the hospitality sector, including luxury yachts, exclusive hotels, and high-end restaurants. This extensive network allows India to craft exceptional travel and dining experiences tailored to her clients’ desires.
She explains that her clients often articulate their aspirations but may lack the means to achieve them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she noted.
Importantly, India prioritizes meaningful experiences rather than just luxury. She dismisses some well-regarded destinations if she feels they lack appeal, mentioning that she does not promote the French Laundry in Napa due to its lack of excitement, favoring instead more unique offerings such as the experience at Single Thread Farms.
India frequently creates bespoke events for her clients, such as a romantic candlelight dinner in Versailles or brunch on the Arc de Triomphe. She often arranges these meals alongside opportunities to mingle with influential personalities, including the Hermes and Fendi families.
In some cases, her clients’ needs are simpler. For example, when former President George W. Bush visited Ethiopia, India made sure he had his favorite comforts from home, including peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India states, sharing that her day involves communicating with various individuals—from cab drivers to restaurant staff—to uncover unique options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything and [my clients] want authentic experiences.”