When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she was committed to creating a façade of success. Sixteen years later, her strategy has proven fruitful, and she now caters to a high-profile clientele that includes world leaders such as former President George W. Bush and celebrities like Mariah Carey.
Initially, India faced skepticism from her husband while managing inquiries from potential clients she did not yet have. She cleverly deflected these calls, claiming to be fully booked with affluent customers. Today, her exclusive services target clients with an annual income exceeding $100 million, providing them experiences that surpass what they could arrange themselves.
India emphasizes the importance of genuine care in her approach, stating, “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart.” With a background as a server for five years, she believes that understanding people’s desires is crucial to her success, saying that attention to detail is paramount in her business.
Sienna Charles features an extensive network of over 2,000 contacts in the hospitality sector, which helps craft unique travel and dining experiences for her patrons. India describes her ability to grasp her clients’ visions quickly and work to fulfill those goals, even if her clients initially lack the access or resources.
While luxury is often associated with her services, India aims to ensure that the experiences she curates are genuinely fulfilling. For example, she does not advocate for dining at certain prestigious venues, like the three-Michelin star French Laundry, favoring instead what she considers more engaging options, such as Single Thread Farms.
Her creative event planning has led to unforgettable moments, including a candlelit dinner at Versailles and brunch atop the Arc de Triomphe. Often, she includes opportunities for her clients to meet influential personalities, such as arranging meals with the Hermes and Fendi families.
India also recognizes that sometimes her clients seek simpler pleasures. For instance, when Bush traveled to Ethiopia, she arranged for familiar comforts like peanut butter and non-alcoholic beer. The former president was welcomed by local children wearing Texas Rangers caps, capturing a genuine experience during his trip.
Ultimately, India is driven by a desire to provide authentic experiences rather than just luxurious ones. She actively engages with a range of individuals, from cab drivers to restaurant staff, to discover interesting opportunities for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she states.