Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, driven by the idea of “faking it until making it.” Initially, she faced skepticism from her husband as she fielded inquiries from potential clients despite lacking an established clientele at the time. She often told callers that her services were fully booked with affluent individuals, even though she had no clients.
Now, sixteen years later, India’s strategy has proven successful. She has built a prestigious client list that includes former President George W. Bush and celebrities like Mariah Carey. Her exclusive services cater to clients earning over $100 million annually, individuals who seemingly have it all. So, what can India offer that these high-profile clients cannot arrange themselves?
India emphasizes that while her clients may hold significant power and connections, the essence of her service lies in genuine care and personal attention. Her previous experience as a server has enabled her to truly understand her clients’ needs. She boasts a “black book” of over 2,000 contacts in the hospitality sector, encompassing yachts, hotels, and fine dining establishments. This extensive network allows her to create unique experiences tailored specifically for her clients.
India believes that her role is to comprehend her clients’ visions and deliver extraordinary experiences that align with those dreams. She prioritizes authentic, meaningful experiences over merely glamorous outings. For instance, when discussing fine dining, she chooses not to promote the acclaimed French Laundry restaurant, preferring instead to showcase Single Thread Farms, which she finds more intriguing.
Her arrangements often transform into one-of-a-kind experiences. She has facilitated candlelit dinners in Versailles and brunch on the Arc de Triomphe. Moreover, she goes beyond just dining experiences by introducing her clients to notable personalities, including breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients seek simpler comforts. For example, during Bush’s trip to Ethiopia, she ensured he could enjoy peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers baseball caps.
India underscores her commitment to understanding people, connecting with everyone around her, from cab drivers to restaurant staff, to discover the best experiences for her clients. She believes that true adventure encompasses more than luxury; it includes authentic and memorable experiences that resonate on a personal level.