When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she was committed to projecting success even before it materialized. In the early days, she received calls from potential clients interested in various travel experiences, but she had no actual clients to service. She would tell them she was fully booked with high-net-worth individuals, despite the lack of business.
Now, 16 years later, her strategy of “faking it until making it” has proven fruitful. India’s clientele includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to those with annual incomes exceeding $100 million, which means her clients often already possess everything they desire. So, what does India offer that these affluent individuals cannot arrange for themselves?
According to India, her strength lies in genuine care and a personal connection. “My clients are more powerful and connected than I am, but that doesn’t drive results. It’s about caring and leading from the heart,” she said. Having spent five years as a server, she understands people’s needs and emphasizes that attentiveness is crucial.
Sienna Charles is known for its extensive network, with over 2,000 contacts in the hospitality sector, including yachts, luxury hotels, and fine restaurants. Building relationships in the industry allows India to curate distinctive travel and dining experiences for her clients.
India articulates that her clients often have a vision of what they want to achieve but lack the means to accomplish it. “One of my talents is grasping that vision quickly and delivering it,” she noted.
Her goal is not just to secure access to lavish venues but to ensure that the experiences are truly fulfilling. For instance, while she could easily book clients at the renowned French Laundry in Napa Valley, she prefers to present them with more intriguing alternatives, appointing focus on experiences that she deems worthwhile.
Her bespoke services have included arranging a candlelit dinner in the historic setting of Versailles and brunch atop the Arc de Triomphe. Moreover, she often combines meals with opportunities to meet influential personalities, having coordinated breakfast meetings with the Hermes family and lunch with the Fendi family in Rome.
However, not all client requests are extravagant. During Bush’s trip to Ethiopia, she made sure to provide him with familiar comforts, including peanut butter and non-alcoholic beer. He was even welcomed by children wearing Texas Rangers caps.
India believes in the importance of authentic experiences, sharing that she stays connected and informed by talking to everyone she meets, from cab drivers to restaurant staff. For her, the essence of travel transcends luxury; it encompasses a wide range of genuine experiences that resonate with her clients.