When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she committed to the philosophy of “fake it until you make it.”
Fast forward to today, and what began as a venture filled with uncertainty has blossomed into a successful business. Early on, India often found herself telling potential clients that her services were fully booked, despite having no clients at all. Now, she proudly counts numerous high-profile individuals among her clientele, including former President George W. Bush and singer Mariah Carey. Her services cater to clients with annual incomes exceeding $100 million, predominantly those who already possess everything.
India believes that while her clients may have vast influence and connections, what truly makes a difference is the personal touch she provides. With a background in serving, she emphasizes understanding people’s needs and approaching her work with genuine care.
At Sienna Charles, India utilizes a network of over 2,000 contacts within the hospitality sector, covering luxury accommodations, yachts, and fine dining. This extensive relationship-building has allowed her to craft exceptional travel experiences for her clients.
She explains that her clients often have a vision for their trips but may lack the means to bring those ideas to fruition. India considers one of her strengths to be her ability to grasp her clients’ desires quickly and deliver on them effectively.
However, her aim extends beyond securing entry into exclusive venues; she prioritizes ensuring that each experience is meaningful and worthwhile. For instance, she does not promote the renowned French Laundry restaurant in Napa, citing her belief that other dining experiences, like the one at Single Thread Farms, are far more intriguing.
India is dedicated to curating unique experiences for her clients. She has orchestrated a candlelit dinner at Versailles and arranged brunch atop the Arc de Triomphe. Additionally, she often pairs meals with opportunities to meet notable personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients request simpler comforts. When facilitating President Bush’s visit to Ethiopia, she ensured he had familiar foods like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by children wearing Texas Rangers caps.
India emphasizes her commitment to authenticity in all experiences. She regularly interacts with everyone from cab drivers to restaurant staff to uncover interesting options for her clients, stating, “The world is not just luxury. The world is not just fancy experiences. It’s everything and [my clients] want authentic experiences.”