Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with a strategy of “faking it until making it.” At the start, she faced skepticism, even from her husband, as she took calls from potential clients interested in exclusive travel experiences despite not having any clients at the time.
Fast forward sixteen years, and her approach has proven successful. India now caters to a roster of high-profile clients, including former President George W. Bush and celebrities such as Mariah Carey. Her clientele consists of individuals who earn over $100 million annually, leading one to wonder what unique offerings India provides to this affluent group.
India emphasizes the importance of care in her service. With a background as a server, she’s adept at understanding client needs and fostering relationships. She has built an extensive network, boasting a “black book” of over 2,000 contacts in the hospitality sector, including luxury hotels, restaurants, and yacht services. This network allows her to craft bespoke travel and dining experiences tailored specifically to her clients’ desires.
She explains that her clients often have the vision for their experiences, but they lack the necessary tools, time, access, or creativity to realize these ideas. India prides herself on translating her clients’ vague descriptions into extraordinary experiences.
Notably, India prioritizes authentic experiences over exclusively luxurious ones. For instance, while she could easily secure reservations at renowned restaurants like the French Laundry, she prefers to recommend places she finds more compelling, such as Single Thread Farms.
Her service often includes extraordinary events; she has organized candlelight dinners in Versailles and brunches atop the Arc de Triomphe. India also arranges for her clients to mingle with influential figures, having facilitated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients seek simple comforts. When Bush visited Ethiopia, India ensured he had his favorite snacks, like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children wearing Texas Rangers caps.
India emphasizes her genuine care for people and dedicates her time to connecting with everyone in her vicinity, from cab drivers to restaurant staff, in search of the most engaging options for her clients. She believes that true luxury lies not only in opulence but in authentic, meaningful experiences.