When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she made a conscious decision to project success until she achieved it.
In the early days, her husband doubted her ambition as they received calls from potential clients who had seen her articles, inquiring about trips to destinations like Disney or New Jersey. Jaclyn, aiming to create an image of exclusivity, would respond, “We’re so busy, we’re really sold out this season with high-net-worth people,” despite having no actual clients.
Fast forward sixteen years, and her strategy of “faking it” has yielded impressive results. Today, India serves high-profile clients, including world leaders and celebrities, who earn over $100 million annually. So what does she offer these clients that they cannot arrange on their own?
India believes that successful networking often requires more than connections; it involves genuine care and attention to clients’ needs. Drawing on her experience as a server, she understands the importance of personal touches and being attuned to the desires of her clientele.
Sienna Charles boasts an extensive network, with a “black book” that includes over 2,000 contacts in the hospitality sector, encompassing luxury hotels, private yachts, and top-tier restaurants. This network enables India to create exclusive and tailored travel experiences for her clients.
“My clients often have a vision of what they want but lack the means, time, or creativity to achieve it,” India stated. She sees her role as translating their ideas into reality with minimal guidance.
Her objective is not merely to secure access to glamorous venues but to ensure that the experiences are truly meaningful. For instance, while she could arrange for clients to dine at the renowned French Laundry in Napa Valley, she prefers to suggest more unique options, like Single Thread Farms, which she finds more intriguing.
India often orchestrates exceptional experiences for her clients, such as a romantic candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also intertwines culinary experiences with opportunities to meet influential figures, having arranged meals with the Hermes and Fendi families.
However, she recognizes that sometimes her clients seek simpler comforts. For instance, when former President George W. Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer while being greeted by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India affirmed, explaining that she spends her time talking to various individuals, from cab drivers to restaurant staff, in order to find the most interesting opportunities for her clients. She emphasizes that luxury is just one aspect of travel; her clients seek authentic and memorable experiences.