When Jaclyn Sienna India founded Sienna Charles, her travel concierge service, in 2008, she was committed to the idea of “fake it until you make it.” Initially, she received calls from potential clients excited by an article they had seen, yet she had no actual clients to serve. In those moments, she would respond that her service was fully booked with high-net-worth individuals.
Fast-forward sixteen years, and India’s strategy has certainly paid off. Today, her clientele includes notable figures such as former President George W. Bush and celebrities like Mariah Carey, all of whom have considerable wealth. Most of her clients earn over $100 million annually and already possess significant resources. So, what unique offerings does India provide that these clients cannot access on their own?
According to India, the key is not the power or networks her clients hold, but rather the level of care and personal connection she brings to her services. Drawing from her experience as a server for five years, she emphasizes her understanding of human preferences and the importance of attending to her clients’ needs.
Sienna Charles maintains an extensive network of over 2,000 relationships in the hospitality sector, which allows her to curate exclusive travel and dining experiences. India describes her role as understanding her clients’ visions, even if they struggle to articulate them, and then making those visions a reality.
She explains that her objective is not just to secure access to the trendiest venues but to ensure that each experience resonates with her client’s desires. For example, while she could arrange a reservation at the renowned French Laundry restaurant in Napa Valley, she opts instead to endorse the more unique offerings at Single Thread Farms.
India’s services often include bespoke events. She has organized a candlelight dinner in Versailles and a brunch on the Arc de Triomphe. Additionally, she facilitates meetings with influential figures, such as arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients desire a touch of home, as was the case when Bush visited Ethiopia. She ensured he could enjoy peanut butter and non-alcoholic beer, providing a familiar comfort amid his travels, along with a warm welcome from local children wearing Texas Rangers baseball caps.
India emphasizes her commitment to authenticity and emotional connection in her work. She believes that luxury is not merely about extravagant experiences, but encompasses genuine and meaningful encounters. Her dedication involves engaging with everyone from cab drivers to restaurant staff, all in the pursuit of crafting remarkable, authentic experiences for her clients.