Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008 with a strategy to “fake it until she made it.” Initially, she faced skepticism, even from her husband, as she took calls from potential clients asking for trips to popular destinations, despite having no customers at that time.
Fast forward sixteen years, and India’s strategy has proven effective. She now serves high-profile clients, including former President George W. Bush and celebrities such as Mariah Carey, targeting individuals with annual earnings exceeding $100 million. The key question arises: What unique offerings does India provide for clients who seemingly have everything?
India emphasizes that her strength lies in her ability to care deeply about her clients. With a background in service, she understands what motivates people and prioritizes their needs. “It’s care. It’s leading from the heart,” she notes, reflecting on her experiences before starting her business.
Sienna Charles features an extensive “black book” of over 2000 contacts in the hospitality sector, covering yachts, hotels, and fine dining establishments. India leverages these relationships to craft unique travel experiences, interpreting her clients’ visions and providing them with exclusive access they may lack.
While her offerings often include entry to prestigious venues, India’s focus is on delivering meaningful experiences rather than just luxury. She opts not to promote celebrated places like the French Laundry in Napa, finding greater value in alternative experiences, such as those at Single Thread Farms.
Her approach has led to extraordinary experiences for clients, such as a candlelight dinner in Versailles or brunch on the Arc de Triomphe. India also combines dining with opportunities to meet influential figures, having arranged meals with prominent families like Hermes and Fendi.
Sometimes, the requests from her clients are more straightforward. When arranging a visit for Bush to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, with a warm welcome from local children wearing Texas Rangers caps.
India’s dedication to her clients extends beyond luxury into the realm of authenticity, as she engages with everyone from cab drivers to restaurant staff to curate interesting experiences. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she concludes.