When Jaclyn Sienna India founded her boutique travel concierge, Sienna Charles, in 2008, she had to pretend success before achieving it.
Sixteen years later, that strategy has paid off. India now serves an impressive list of clients, including former President George W. Bush and celebrities like Mariah Carey. Her service caters to those earning over $100 million annually, people who already seem to have it all.
Her clients are extraordinarily powerful, but India believes what really makes her service stand out is genuine care and leading with heart. With a background as a server for five years, she understands what makes people happy. Paying attention and caring about clients are crucial aspects of her work.
Sienna Charles has built a “black book” containing more than 2000 relationships across the hospitality industry, including yachts, hotels, and high-end restaurants. This extensive network allows India to create unique and exceptional travel and dining experiences for her clients.
Her clients often know what they want to achieve but lack the tools, time, access, or creativity to make it happen. India’s talent lies in understanding their vision with few words and delivering on it.
However, India’s goal isn’t just about accessing the most luxurious or exclusive venues—it’s about creating genuinely worthwhile experiences. For instance, she isn’t impressed by the renowned French Laundry in Napa but prefers the offerings at Single Thread Farms, which she finds more interesting.
Her services frequently include unique events, like a candlelight dinner in Versailles or brunch on the Arc de Triomphe. She also orchestrates meals paired with meeting notable personalities, such as breakfast with the Hermes family or lunch with the Fendi family in Rome.
Sometimes, her clients’ needs are simple. When Bush traveled to Ethiopia, India ensured he had comforts like peanut butter and non-alcoholic beer and arranged for children to greet him wearing Texas Rangers baseball caps.
India’s secret lies in her genuine care for people. She spends her days interacting with people from various walks of life to find exciting options for her clients. Her focus is on delivering authentic experiences, not just luxurious ones. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she says.