When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she committed to the idea of “faking it until making it.” Initially, her husband doubted her ambitions as they received calls from potential clients interested in trips to places like Disney or New Jersey. Despite having no actual clientele at the time, she would respond by claiming they were fully booked with high-net-worth individuals.
Fast forward sixteen years, and India’s strategy has paid off as she now counts notable figures among her clients, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to clients with annual incomes exceeding $100 million — individuals who often have access to everything. So what does India offer that these clients can’t arrange themselves?
According to India, while her clientele might be powerful and well-connected, what truly enables her to provide value is her genuine care and deep understanding of customer needs. Drawing from her previous experience as a server, she emphasizes the importance of attention and empathy.
Sienna Charles is built on a vast network of over 2,000 connections within the hospitality sector, covering luxury hotels, yachts, and fine dining venues. This extensive relationship-building allows India to curate unique travel experiences that align with her clients’ desires.
India explains that her clients often have a vision for their experiences; however, they lack the resources or creativity to realize it. She prides herself on interpreting their ideas and bringing them to life effectively.
Her objective goes beyond merely securing access to exclusive venues. She aims to ensure that the experiences her clients have are meaningful. For instance, India does not prioritize reservations at high-profile restaurants like French Laundry in Napa, instead opting for more unique dining experiences, such as those at Single Thread Farms.
While India tailors experiences to the lavish lifestyle of her clients, she emphasizes that remarkable events do not always need to revolve around luxury. In one notable instance, she arranged a candlelight dinner at Versailles and a brunch atop the Arc de Triomphe. She seeks to create memorable interactions by pairing meals with opportunities to meet influential figures, such as arranging breakfast with the Hermes family.
At times, the needs of her clients can be quite simple. For example, when Bush visited Ethiopia, India made sure he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
India expresses her passion for connecting with people from all walks of life, stating that her daily interactions — from cab drivers to restaurant staff — help her discover unique experiences for her clients. Her commitment is to provide authentic and enriching experiences, indicating that the world is about more than just luxury; it encompasses a variety of genuine encounters.