Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008 with a determination to project success despite starting with no clients. Initially, when she received inquiries about high-profile travel arrangements, she claimed to be fully booked, even though she had no existing clientele.
Over 16 years later, her strategy has proven effective. India now serves an exclusive roster of clients, including notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals with annual incomes exceeding $100 million, individuals who often have access to luxury on their own.
India believes her value lies in her ability to provide personal care and attention, drawing from her previous experience as a server. She emphasizes the importance of understanding her clients’ needs and desires, which allows her to curate tailored travel experiences that go beyond mere luxury.
Sienna Charles has developed a vast network of over 2,000 contacts in the hospitality sector, enabling India to offer unique travel and dining options. She listens closely to her clients’ aspirations and translates them into reality, often creating exclusive events. For instance, she organized a candlelit dinner at Versailles and a brunch atop the Arc de Triomphe.
While she prioritizes personalized experiences, India is selective about the venues she promotes. She does not promote high-end restaurants merely for their accolades; for example, while she can arrange reservations at the Michelin-starred French Laundry, she prefers showcasing what she considers more engaging experiences, like those at Single Thread Farms.
Additionally, India arranges opportunities for her clients to connect with influential personalities. Examples include orchestrating breakfast meetings with the Hermes family and lunch with the Fendi family in Rome.
Her approach also emphasizes the importance of comfort for clients. In one instance, when Bush visited Ethiopia, she ensured he was provided with familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by children wearing Texas Rangers baseball caps. India believes in cultivating authentic experiences, recognizing that her clients seek more than just luxury—they desire genuine connections and memories.