When Jaclyn Sienna India established Sienna Charles, a boutique travel concierge, in 2008, she was resolved to present an image of success even before it was achieved.
Initially, she faced skepticism from her husband as she received inquiries from potential clients who had seen her articles. Despite claiming to be too busy and booked by high-net-worth individuals, she had no actual clients.
Fast forward sixteen years, and India’s strategy of “faking it” has proven effective. She now caters to an elite clientele that includes former President George W. Bush and celebrities like Mariah Carey, serving individuals earning over $100 million annually. The question arises: what does India offer that her affluent clients cannot provide for themselves?
According to India, while her clients hold considerable power and connections, her approach relies on genuine care and empathy. “I was a server for five years before I started my business. I understand what makes people tick. Paying attention and caring about those people is paramount,” she explains.
Sienna Charles features an extensive network in the hospitality sector, boasting over 2,000 contacts that include hotels, yachts, and fine dining establishments. This ability to cultivate relationships has enabled India to craft exclusive travel and dining experiences tailored to her clients’ desires.
“My clients share their goals with me because they have a vision, but they lack the time, creativity, and access to realize it,” India notes. “One of my talents is grasping that vision quickly and delivering on it.”
India’s aim isn’t solely about reserving prestigious venues; it’s also about ensuring her clients have enriching experiences. For instance, she doesn’t promote the renowned French Laundry in Napa, deeming it unexciting compared to what Single Thread Farms offers.
The experiences she curates can be extraordinary and memorable. She once organized a candlelit dinner at Versailles, and in another event, her client enjoyed brunch atop the Arc de Triomphe.
India often combines dining experiences with meetings with influential personalities. She has arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Yet, her services can also cater to simpler preferences. When Bush visited Ethiopia, she arranged for him to have his favorite comforts—peanut butter and non-alcoholic beer—and ensured he was welcomed by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India confirms, noting that she interacts with everyone from taxi drivers to restaurant staff, seeking unique options for her clients. “The world is not just luxury; it’s about authentic experiences.”