When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was determined to project confidence despite lacking clients. Initially, she convinced her husband that their business was thriving while they were inundated with requests from potential customers, even though at the time she was without any.
Fast forward sixteen years, and India’s strategic approach has borne fruit. Her client roster now includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. Sienna Charles caters exclusively to individuals with an annual income exceeding $100 million—clients who seemingly have access to everything. So, what unique offerings does India provide that her affluent clients cannot obtain themselves?
India emphasizes that her clients, though immensely powerful and well-connected, sometimes struggle to translate their desires into reality. For her, the key ingredient is genuine care and a heartfelt approach. Drawing from her five-year background as a server, she understands the importance of attention and empathy in delivering outstanding service.
Sienna Charles features an expansive “black book” that contains over 2,000 contacts within the hospitality sector, including luxury yachts, hotels, and fine dining establishments. This network enables India to curate exceptional travel and dining experiences tailored to her clients’ visions.
According to India, her clients often articulate their aspirations, recognizing what they want but lacking the means or creativity to achieve it. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she explains.
Her focus is not just on gaining entry into the most prestigious venues, but on ensuring her clients have truly meaningful experiences. India is selective about the establishments she recommends, stating, “I don’t think French Laundry in Napa is really that exciting… I think what they’re doing at Single Thread Farms down the road is far more interesting.”
Her commitment to providing unique experiences often leads to extraordinary events. For example, she once organized a candlelight dinner at Versailles and another time arranged for a client to enjoy brunch on the Arc de Triomphe.
India frequently merges culinary experiences with opportunities to meet noteworthy individuals. She arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, her service isn’t solely about luxury; sometimes her clients desire simplicity. For instance, when Bush visited Ethiopia, India ensured he had access to familiar comforts such as peanut butter and non-alcoholic beer, along with a warm welcome from children wearing Texas Rangers caps.
“I genuinely care about people,” India asserts. She dedicates her time to conversing with various individuals—from cab drivers to restaurant staff—to uncover the most intriguing options 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.”