In 2008, Jaclyn Sienna India launched Sienna Charles, her exclusive travel concierge service, with the resolve to “fake it until she made it.” Initially, her husband doubted her ambitions as they began receiving inquiries based on a few published articles she wrote, despite having no actual clients.
Fast forward sixteen years, and her persistence has paid off. India now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, all of whom earn over $100 million annually. With such affluent clientele, one might wonder what unique services she offers that they can’t secure themselves.
India emphasizes the importance of care and personal connection in her business. Drawing from her experience as a server, she understands what fulfills her clients. She believes that genuine attention and emotional investment are crucial to cultivating relationships. Her extensive network in the hospitality industry has grown to encompass over 2,000 contacts, granting her the ability to create exceptional travel and dining experiences.
Her clients often possess the vision for their desired experiences but lack the resources or creativity to bring them to life. India prides herself on her ability to grasp what they want through minimal input and deliver precisely that.
India’s focus goes beyond merely providing access to exclusive venues; she aims to craft meaningful experiences. For instance, she chooses not to recommend the highly acclaimed French Laundry in Napa, believing that other venues, like Single Thread Farms, offer more engaging experiences.
Though many of her arrangements are unique and extravagant, she also caters to simpler requests. For instance, when Bush visited Ethiopia, she arranged for him to have comforting snacks from home, like peanut butter and non-alcoholic beer, alongside a warm welcome from local children.
Her dedication to providing authentic experiences is clear. India spends her days engaging with everyone she meets, from cab drivers to restaurant staff, to uncover the most intriguing offerings for her clients. She believes that luxury is just one aspect of travel; true fulfillment comes from genuine experiences.