When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she adopted the strategy of “fake it until you make it.”
In the early days, India faced skepticism from those close to her. Her husband often believed she was making a mistake as she fielded calls from potential clients expressing interest in travel plans. “I would tell them we were fully booked with high-net-worth clients,” she recounted, despite not having any clients at the time.
Fast forward sixteen years, India’s approach has proven successful. She now caters to an elite clientele that includes multiple world leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Her services are tailored for individuals earning over $100 million annually, individuals who already possess a wealth of resources. So, what unique service does India offer that they cannot secure on their own?
“While my clients are incredibly powerful, what truly makes things happen is care and connection,” she remarked. Drawing from her experience as a server for five years, India understands the importance of empathy and attentiveness in her line of work.
Sienna Charles is distinguished by its expansive network, boasting over 2,000 industry contacts across top-tier hospitality, including yachts, hotels, and fine dining establishments. This extensive relationship map allows India to curate extraordinary travel and dining experiences for her elite clients.
“My clients share their aspirations with me, and though they have the vision, they often lack the necessary tools and creativity to realize it,” India explained. “One of my strengths is interpreting their desires quickly and translating that into tangible experiences.”
India’s mission goes beyond simply granting access to exclusive venues; she aims to ensure her clients have deeply gratifying experiences. About the renowned three-Michelin star restaurant French Laundry in Napa, she shared, “I don’t think it’s that exciting, so I don’t promote it. Instead, I find places like Single Thread Farms, which offer something far more engaging.”
Her individualized approach often results in unique experiences for her clients. For instance, she has organized a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe.
In her quest to provide memorable moments, India also facilitates encounters with influential figures, such as arranging breakfast with the Hermes family and lunch with the Fendi family in Rome.
However, her services aren’t always about extravagance. When she arranged for George W. Bush to visit Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers caps.
“I truly care about people,” India stated, emphasizing her commitment to finding authentic experiences for her clients. She spends her days engaging with everyone from cab drivers to restaurant staff to unearth the most intriguing options available, believing that the world encompasses more than luxury and that her clients desire genuine experiences.