When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she aimed to succeed by presenting an air of confidence despite having no clients at the time. Initially, her husband doubted her approach, as they received inquiries from potential clients interested in trips to popular destinations like Disney World or New Jersey. India would politely decline, insisting that her services were fully booked with high-net-worth individuals, although she was starting out without any clientele.
Fast forward sixteen years, and India’s strategy has yielded impressive results. She now counts several prominent figures among her clients, including former President George W. Bush and celebrities such as Mariah Carey. Her focus is on clients who earn over $100 million annually, individuals who seemingly have everything at their disposal. So, what does India offer that they cannot arrange themselves?
According to India, while her clients may hold considerable power and connections, what truly matters is the care she puts into her work. Drawing from her experience as a server for five years, she emphasizes the importance of understanding and paying attention to her clients’ needs.
Sienna Charles has an extensive network—known as a “black book”—containing over 2,000 relationships in the hospitality sector, including luxury yachts, prestigious hotels, and exclusive dining establishments. This relationship-building approach allows India to curate unique and memorable travel experiences for her clients.
“My clients often have a vision of what they want but lack the necessary tools, time, and access to bring it to life,” India explained. “I have a knack for grasping their vision quickly and delivering it.”
However, India’s focus extends beyond simply providing access to glamorous venues; she is dedicated to ensuring that the entire experience is meaningful. For instance, she avoids recommending trending restaurants like French Laundry in Napa, finding more excitement in places like Single Thread Farms.
India prides herself on creating exceptional experiences. This includes arranging a candlelight dinner at Versailles and brunch on the Arc de Triomphe for her clients, and orchestrating meals with influential figures, including a breakfast with the Hermes family and a lunch with the Fendi family in Rome.
Sometimes, the needs are more straightforward. When Bush visited Ethiopia, India made sure he felt at home with peanut butter and non-alcoholic beer, while also arranging for local children to greet him wearing Texas Rangers caps.
“I genuinely care about people,” India stated, highlighting her approach of engaging with everyone she encounters, from cab drivers to restaurant staff, to discover the most interesting and authentic options for her clients. “The world encompasses more than just luxury; it includes authentic experiences.”