Jaclyn Sienna India founded Sienna Charles, her luxury travel concierge, in 2008 with a determination to make her business succeed, despite starting without clients. Initially, when potential clients called her seeking arrangements for trips, she often claimed to be too busy, even though she had no clientele.
Fast forward sixteen years, and India’s strategy has yielded significant rewards. She now counts international leaders, including former President George W. Bush, and notable celebrities such as Mariah Carey among her clients. Her services are tailored to a select group of individuals earning over $100 million annually, who typically have access to everything they could desire. So, what distinguishes India’s offerings from what her affluent clients could arrange for themselves?
India emphasizes that, despite her clients’ power and connections, it is the personal touch and genuine care that truly makes a difference. Drawing on her experience as a server, she recognizes the importance of understanding her clients’ needs and preferences. “Paying attention and caring about those people is paramount,” she states.
Sienna Charles boasts an extensive network, with over 2,000 contacts in the hospitality sector, including connections to luxury yachts, hotels, and fine dining establishments. This network enables her to create tailored travel and dining experiences for her clients. India is skilled at interpreting her clients’ visions based on just a few words, and she prides herself on delivering remarkable experiences.
India’s approach goes beyond merely securing access to the most exclusive venues. She aims to ensure that her clients enjoy truly memorable experiences, stating, “I don’t think French Laundry in Napa is really that exciting… So I don’t sell it.” Instead, she seeks out alternatives like Single Thread Farms, which she finds more engaging.
Her services often culminate in extraordinary events. For example, she once organized a candlelit dinner at Versailles and facilitated brunch on the Arc de Triomphe. Furthermore, India enhances these experiences by arranging encounters with influential figures, such as breakfast with the Hermes family or lunch with the Fendi family in Rome.
Yet, she is also attuned to simpler comforts. When organizing a trip for Bush to Ethiopia, she arranged for his favorite snacks—peanut butter and non-alcoholic beer—and ensured he was welcomed by children wearing Texas Rangers caps.
“I genuinely care about people,” India asserts. She dedicates her time to communicating with various individuals—from taxi drivers to restaurant staff—to find the most unique experiences 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.”