When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she was focused on projecting success even before achieving it.
Reflecting on her early days, India recounted how her husband doubted her ambition as they received inquiries from potential clients. “I had no clients,” she admitted, while crafting stories about being busy catering to high-net-worth individuals.
Fast forward sixteen years, and her strategy has clearly worked. Today, India serves an exclusive clientele, including former President George W. Bush and celebrities like Mariah Carey, catering to individuals earning over $100 million annually. But what unique offerings does India provide that these high-profile clients can’t access themselves?
India emphasizes the importance of genuine care in her services. “My clients are more powerful than me and know many influential people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she explained, drawing from her five years of experience as a server, which shaped her understanding of people and their needs.
Sienna Charles boasts a vast network of over 2,000 contacts in the hospitality industry, including luxury yachts, hotels, and gourmet restaurants. This extensive relationship-building has enabled India to create unparalleled travel and dining experiences for her clients.
She noted, “[My clients] articulate their vision, but they lack the tools, time, access, and creativity to achieve it. One of my talents has been understanding that vision from just a few words and then delivering it.”
However, India is not solely focused on securing access to the most glamorous venues; she strives to ensure that the experiences she curates are genuinely fulfilling. “I don’t think French Laundry in Napa is particularly exciting,” she said, referring to the renowned three-Michelin star restaurant. “So I don’t sell it. Could we get somebody in there? Sure. But what they’re doing at Single Thread Farms down the road is far more interesting.”
Her commitment to providing unique and personalized experiences is evident in her past arrangements. For instance, she once organized a candlelit dinner at Versailles, and on another occasion, a brunch atop the Arc de Triomphe.
India also likes to blend culinary experiences with opportunities to meet influential personalities, having arranged breakfast with the Hermes family and lunch with the Fendi family in Rome. Yet, sometimes her clients seek simpler comforts. For example, while traveling to Ethiopia, she ensured that Bush had his favorite comforts from home, like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children in Texas Rangers baseball caps.
“I genuinely care about people,” India stated, highlighting her commitment to connecting with everyone she meets—from cab drivers to restaurant staff—to discover the most interesting options for her clients. “The world isn’t just luxury. It encompasses authentic experiences, which my clients genuinely seek.”