Jaclyn Sienna India established her luxury travel concierge, Sienna Charles, in 2008 with a mindset of “fake it until you make it.” Initially, she faced skepticism from her husband as she took calls from potential clients who had seen her articles. Despite claiming to be busy and fully booked, she had no clients at the time.
Fast forward sixteen years, India’s strategy has proven successful. She now caters to high-profile clients, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele consists of individuals earning over $100 million annually, who typically have access to most resources. So what distinguishes India’s service?
India emphasizes that while her clients may possess greater power and connections, what truly matters is genuine care and emotional leadership. Drawing from her previous experience as a server, she understands client needs deeply and believes that attentiveness is key to her success.
Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, including yacht companies, luxury hotels, and fine dining establishments. This network allows India to craft exclusive travel experiences for her clients that they might not be able to create themselves due to time constraints or lack of access.
She notes, “My clients describe what they hope to achieve with their trip. They envision it; they simply lack the resources to bring it to life.” India prides herself on her ability to grasp her clients’ desires and turn them into reality with minimal guidance.
However, her ambitions extend beyond merely providing access to luxurious venues; she strives to ensure that the experiences are meaningful. India critiques high-profile restaurants, stating, “I don’t sell French Laundry because I find places like Single Thread Farms more intriguing.”
Her focus on personalized experiences leads to unique occasions, such as arranging a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. She also facilitates encounters with notable personalities, including breakfast meetings with the Hermes family and lunch with the Fendi family in Rome.
Yet, she also caters to more straightforward requests. For Bush’s trip to Ethiopia, she arranged for him to have familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India asserts. She invests time in conversations with everyone she meets, from cab drivers to restaurant staff, seeking interesting options for her clients. “The world isn’t just about luxury; it’s about authenticity and organic experiences.”