Jaclyn Sienna India launched Sienna Charles, a luxury travel concierge service, in 2008 with the belief that she could “fake it until she made it.” Initially, she faced skepticism, even from her husband, as she took calls from potential clients expressing interest in travel, despite having no clients at all. She often claimed to be fully booked, catering to high-net-worth individuals.
Now, sixteen years later, India’s approach has proven successful, as she counts several influential figures among her clients, including former President George W. Bush and celebrities like Mariah Carey. Her clientele comprises individuals with annual incomes exceeding $100 million, leading to the question of what unique offerings she provides.
India emphasizes that while her clients possess considerable influence and connections, true success lies in care and personal attention. Her background as a server has given her insight into understanding people’s desires, which she sees as vital to her business.
Sienna Charles features an extensive “black book” containing over 2,000 contacts within the hospitality sector, including luxury hotels, yachts, and fine dining establishments. This network allows India to curate exceptional travel and dining experiences tailored to her clients’ needs.
She prefers to focus on delivering meaningful experiences rather than simply providing access to elite venues. For example, she does not promote dining at the famed French Laundry in Napa, finding it less exciting than other options like Single Thread Farms.
In her work, India has created truly unique events, such as orchestrating a candlelight dinner at Versailles and arranging brunch on the Arc de Triomphe. She often pairs outstanding meals with opportunities to meet prominent personalities, hosting breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Yet, sometimes her clients’ desires are more straightforward. When Bush visited Ethiopia, India ensured he enjoyed familiar comforts, such as peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers caps.
India genuinely cares about her clients and takes the time to engage with everyone around her, from drivers to restaurant staff, in order to discover intriguing options. She believes that luxury is not solely defined by extravagance, but by the authenticity of the experiences offered to her clients.