When Jaclyn Sienna India started her luxury travel concierge service, Sienna Charles, in 2008, she relied on a strategy of projecting success even when the reality was different.
At the beginning, India faced skepticism, even from her husband, as she took calls from potential clients expressing interest in destinations like Disney or New Jersey, despite having no actual clients. She would confidently inform them that her services were fully booked for the season, catering to high-net-worth individuals.
Fast forward sixteen years, and India’s initial strategy has paid off. Now, she counts numerous high-profile clients, including former President George W. Bush and celebrities such as Mariah Carey. Her services are tailored to clientele earning over $100 million annually—individuals who seemingly have access to everything. So what does India provide that they cannot achieve on their own?
India believes the key to her success lies in empathy and personal connection. Drawing from her experience as a server for five years prior to starting her business, she understands the importance of genuinely caring for her clients. “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,” she stated.
Her company boasts a vast network of over 2,000 contacts within the hospitality sector, encompassing yachts, hotels, and upscale restaurants. This extensive relationship-building allows India to create bespoke travel and dining experiences for her clients.
According to India, her clients express their desires for experiences and adventures, but often lack the necessary tools, time, access, and creativity to bring those visions to life. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she shared.
While she often gains access to the world’s most exclusive venues, India prioritizes the quality of the experience over its glamour. For instance, she has not offered reservations at the renowned French Laundry in Napa, preferring to recommend alternatives like Single Thread Farms, which she finds more appealing.
Her focus is on creating unique experiences for her clients—events that stand out in their memories. She has orchestrated extraordinary situations such as a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. “We also like to pair meals in with meeting great personalities,” India noted, recounting her clients’ breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are more straightforward. For example, when Bush visited Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” India explained, emphasizing her commitment to connecting with everyone, from cab drivers to restaurant staff. Her mission is to provide her clients with authentic experiences that go beyond mere luxury.