When Jaclyn Sienna India founded Sienna Charles, her boutique travel concierge service, in 2008, she was determined to persist despite initial challenges.
Sixteen years later, her perseverance has paid off. India now serves high-profile clients including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her exclusive services are reserved for those earning over $100 million annually. So, what does India offer that these individuals can’t obtain themselves?
“My clients are far more powerful than me; they know loads of people. But that’s not what gets things done. It’s about care. It’s leading from the heart,” India explains. “I was a server for five years before starting my business. I understand what makes people tick, and paying attention and caring about those people is paramount.”
Sienna Charles maintains a “black book” of more than 2000 contacts in the hospitality sector—including yachts, hotels, and high-end restaurants. India’s ability to build relationships within the industry allows her to craft unique travel and dining experiences for her clients.
“My clients articulate what they want to achieve. They already see it; they just lack the tools, time, access, and creativity to fulfill that vision,” India says. “One of my gifts is comprehending that vision with minimal words and then delivering it.”
However, her goal isn’t just to get clients into luxurious or exclusive venues; she aims to ensure genuinely valuable experiences.
“I don’t think French Laundry in Napa is that exciting,” India comments, referencing the three-Michelin-star restaurant in California. “Could we get somebody in there? Sure. But I think what’s happening at Single Thread Farms nearby is far more interesting.”
While India emphasizes delivering the best individual experiences over mere luxury, what she provides is often one-of-a-kind. For instance, she has arranged a candlelight dinner at Versailles and brunch on the Arc de Triomphe.
“We also like to pair meals with meeting notable personalities. We’ve organized breakfast with the Hermes family and lunch with the Fendi family in Rome,” India said.
Sometimes, clients desire simpler comforts. When Bush traveled to Ethiopia, India ensured he had peanut butter and non-alcoholic beer on hand. He was also greeted by dozens of children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India explains. She spends her days conversing with everyone from cab drivers to restaurant staff to find the most intriguing options for her clients. “The world isn’t just about luxury or fancy experiences. It’s about everything, and my clients want authentic experiences.”