Jaclyn Sienna India started her travel concierge service, Sienna Charles, in 2008 with little more than ambition and the intention to convince others of her success. At that time, she had no clients but often received inquiries from potential customers. In an effort to project a successful image, she would tell them her service was fully booked.
Fast forward sixteen years, and her strategy has paid off. India now counts influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clients. Her clientele typically consists of individuals with an income surpassing $100 million per year, who often lead lavish lives. So, how does India cater to these already privileged individuals?
India believes that the difference lies in her genuine care for her clients. Drawing on her experience as a server, she emphasizes the importance of understanding what motivates people. Her extensive network includes over 2,000 contacts in the hospitality sector, encompassing luxurious yachts, hotels, and upscale restaurants. This network empowers her to create bespoke travel and dining experiences.
Her clients often articulate their desires, but according to India, they lack the resources or creativity to realize those visions. One of her key skills is her ability to capture the essence of her clients’ requests in just a few words and to bring those ideas to life effectively.
Yet, her service extends beyond merely securing access to exclusive venues. India prioritizes ensuring that the experiences she crafts are deeply meaningful. She notes that while a three-Michelin-star restaurant like French Laundry in Napa is often sought after, she finds places like Single Thread Farms more compelling and therefore directs her clients there instead.
India’s focus is on tailoring each experience to her clients’ preferences rather than solely providing luxurious options. She has orchestrated unique events, such as a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Her efforts often extend beyond food, arranging meals that include encounters with notable personalities, such as breakfasts with the Hermes family and luncheons with the Fendi family in Rome.
At times, her services cater to simpler pleasures. For instance, when Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a heartfelt welcome from local children wearing Texas Rangers caps.
India expresses a genuine passion for connecting with people, spending her days interacting with drivers and restaurant staff alike, continuously searching for the most intriguing experiences to share with her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she stated.