When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she aimed to thrive through sheer determination and confidence. Initially, she faced skepticism, with her husband doubting her aspirations as she handled calls from potential clients interested in high-profile destinations. “We’re really busy and sold out this season,” she would say, despite having no actual clientele at the time.
Fast forward sixteen years, and that initial bravado has turned into a successful business, serving an elite roster that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her exclusive services cater to individuals whose annual income exceeds $100 million, which raises the question: what does India offer that these affluent clients cannot secure for themselves?
According to India, the essence of her service lies in care and personal connection rather than mere social status or influence. Drawing on her experience as a server, she emphasizes the importance of understanding her clients’ needs. “Paying attention and caring about those people is paramount,” she says.
Sienna Charles has an extensive network, boasting a “black book” of over 2,000 contacts in the luxury hospitality sector, which includes yachts, elite hotels, and high-end restaurants. This profound relationship-building enables India to curate extraordinary travel and dining experiences tailored for her clients.
“My clients have a vision of what they want, but often lack the means to realize it,” she notes. “One of my gifts is understanding that vision and delivering it to them.” However, her priority isn’t simply to grant access to exclusive venues—she focuses on creating genuinely worthwhile experiences.
For instance, while some may regard renowned establishments like French Laundry in Napa Valley as must-visit spots, India finds them less exciting compared to alternatives. “I don’t sell it,” she claims. Instead, she advocates for unique dining experiences, emphasizing quality over reputation.
Her bespoke service has included arranging extraordinary events, such as candlelit dinners in Versailles and brunches atop the Arc de Triomphe. India also connects clients with prominent figures, orchestrating meals with notable families like Hermes and Fendi.
Sometimes, though, her clients’ requests are far more straightforward. For Bush’s trip to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India asserts, detailing her daily routine that involves engaging with everyone, from taxi drivers to restaurant staff, to uncover unique options for her clientele. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”