Jaclyn Sienna India launched her luxury travel concierge, Sienna Charles, in 2008, initially trying to portray a successful business despite lacking clients. “My husband thought I was the dumbest person in the world because we would get calls from people saying, ‘Oh, I saw your article. I’d love to go to Disney,’” she recalled. “But I had no clients.”
Fast forward sixteen years, and India’s strategy of ‘faking it until making it’ has paid off significantly. She now counts numerous high-profile clients among her clientele, including former President George W. Bush and singer Mariah Carey. Her services are tailored for individuals earning over $100 million a year, offering solutions to a clientele that seemingly has it all.
India explains that while her clients hold considerable power and connections, what they truly need is personal attention and empathy. Drawing from her five years of experience as a server, she emphasizes the importance of understanding people’s needs.
Her extensive network includes over 2,000 connections within the hospitality sector, which allows India to craft unparalleled travel experiences. She describes her role as helping clients articulate their aspirations and delivering custom experiences that align with their vision.
India prioritizes genuine experiences over merely glamorous venues. For instance, she opts not to recommend the three-Michelin star restaurant French Laundry, believing alternatives, such as Single Thread Farms, offer more unique dining experiences.
Her bespoke events have included a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. India also arranges interactions with notable personalities, having set up meals with the Hermes and Fendi families.
Not all of her clients’ requests are extravagant; sometimes they seek simple comforts. When Bush traveled to Ethiopia, she ensured he had familiar treats, like peanut butter and non-alcoholic beer, and arranged for local children to greet him in Texas Rangers caps.
“I genuinely care about people,” India states, highlighting her daily interactions with various individuals to uncover authentic and interesting opportunities for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”