Jaclyn Sienna India established Sienna Charles, a luxury travel concierge service, in 2008 with the mindset of “fake it until you make it.” Initially, she faced skepticism from her husband as she received inquiries from potential clients, despite not having any at the time. She would respond by claiming her services were fully booked for high-net-worth individuals.
Fast forward sixteen years, and her strategy has proven successful. India’s clientele now includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. Her focus is on providing bespoke services to clients with annual incomes exceeding $100 million, individuals who seemingly have everything they need.
India emphasizes that while her clients may wield influence and connections, success lies in the personalized attention and care she provides. Drawing from her experience as a server, she understands the nuances of customer service and prioritizes meaningful experiences for her clients over mere luxury.
Sienna Charles boasts an extensive network, often referred to as her “black book,” featuring over 2,000 relationships with industry insiders in hotels, restaurants, and yacht services. This network allows her to curate unique travel experiences tailored to her clients’ desires.
India highlights that her role is to interpret her clients’ visions, no matter how vague, and transform them into reality. For instance, she prioritizes genuine experiences over simply providing access to well-known luxury venues. She believes that the dining experience should be memorable and unique, citing her preference for inventive establishments like Single Thread Farms over the more renowned French Laundry.
In addition to distinctive dining arrangements, India often facilitates extraordinary experiences, such as organizing a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also emphasizes connecting her clients with notable personalities, arranging meals with influential figures from famous families in fashion.
At times, her clients request simpler comforts. For example, during a trip to Ethiopia, she ensured George W. Bush had his preferred peanut butter and non-alcoholic beer, as well as a warm welcome from local children in Texas Rangers baseball caps.
Ultimately, India expresses a genuine passion for her work. She engages with everyone around her, from cab drivers to restaurant staff, seeking out authentic experiences that resonate with her clients. For her, the world encompasses much more than luxury—it’s about delivering genuine, unforgettable moments.