When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge, in 2008, she was committed to “faking it until making it.”
Years later, India has succeeded in her endeavor, listing prominent figures like former President George W. Bush and celebrities such as Mariah Carey among her clients. Her clientele consists of individuals earning over $100 million a year, people who usually have access to everything. So, what unique services does India provide that her clients cannot access on their own?
India emphasizes that while her clients hold significant power and connections, what truly facilitates success is genuine care and attention. Drawing from her experience as a server before launching her business, she understands the importance of connecting with people on a personal level.
Sienna Charles features an extensive “black book” with over 2,000 relationships in the hospitality sector, covering everything from yachts and hotels to high-end restaurants. This network allows India to tailor unique travel and dining experiences for her clients.
“My clients describe what they hope to achieve; they have the vision but lack the time, tools, and creativity to realize it,” India says. “One of my talents lies in grasping that vision from just a few words and bringing it to life for them.”
While her aim is not just to secure reservations at the most luxurious places but to ensure meaningful experiences, India carefully curates her recommendations. For example, rather than promote the widely acclaimed French Laundry, she finds Single Thread Farms, known for its intriguing offerings, to be a better choice.
India often creates bespoke experiences for her clients, including a candlelit dinner at Versailles and brunch atop the Arc de Triomphe. She also integrates significant encounters with cultural figures into her arrangements, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, some requests are straightforward. When Bush visited Ethiopia, India made sure he had familiar comforts like peanut butter and non-alcoholic beer, and even arranged for local children to greet him wearing Texas Rangers baseball caps.
“I truly care about people,” India asserts, explaining her daily interactions with everyone from cab drivers to restaurant staff to discover the most intriguing options for her clients. “Luxury is only part of it. My clients are seeking authentic experiences that go beyond just fancy outings.”