Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008 with the intent to navigate the industry by projecting confidence despite a lack of clients. At that time, calls would come in from potential customers interested in vacations, but India found herself unable to deliver, claiming her business was busy catering to wealthy clientele when she had none.
Fast forward sixteen years, and her strategy has proved effective. Today, her client roster includes influential figures like former President George W. Bush and celebrities such as Mariah Carey. India caters to ultra-high-net-worth clients, typically those earning over $100 million annually, which raises the question: what unique value does her service offer?
India emphasizes that although her clients are often more powerful, successful, and connected than she is, it ultimately comes down to personal care and understanding. Drawing from her five years of experience as a server, she learned to pay close attention to people’s needs.
Sienna Charles holds a “black book” containing over 2,000 contacts within the hospitality sector, including luxury hotels and fine dining establishments. This extensive network helps India provide exclusive travel and culinary experiences tailored to her clients’ desires.
Rather than simply securing reservations at prestigious locations, India aims to ensure that the experiences she arranges genuinely resonate with her clients. For instance, while she can book them at high-profile restaurants like the French Laundry, she prefers unique alternatives she finds more appealing, such as Single Thread Farms.
Her services often result in extraordinary events, like organizing a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. She also creates opportunities for her clients to mingle with noted personalities, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, not all requests require extravagance. During Bush’s trip to Ethiopia, India arranged for familiar comforts, including peanut butter and non-alcoholic beer, and ensured he was welcomed by children wearing Texas Rangers baseball caps.
India firmly believes in the importance of authentic experiences, stating that her work goes beyond luxury and encompasses a deeper understanding of the world. She dedicates time to connect with a broad range of individuals, from drivers to restaurant staff, to curate the most engaging options for her clients.