In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with a strategy that revolved around confidence and perseverance, even when starting from scratch. Initially, her husband doubted her ambitions as she fielded calls from potential clients interested in exclusive travel experiences, despite having no bookings at the time. Fast forward sixteen years, and India’s approach to “fake it till you make it” has proven successful, now catering to high-profile clients such as former President George W. Bush and celebrities like Mariah Carey.
India’s clientele consists of ultra-high-net-worth individuals generating over $100 million a year. What drives her success is not only her impressive connections within the hospitality industry—boasting a network of over 2,000 relationships—but her attentive and caring approach to client service. She recognizes that her clients, despite their power and influence, often lack the time and access to realize their travel visions.
She emphasizes the importance of understanding her clients’ desires and delivering unique experiences. For instance, while she can secure reservations at exclusive venues, she opts to recommend what she believes are more authentic and captivating experiences, like dining at Single Thread Farms instead of the renowned French Laundry.
India has orchestrated extraordinary events for her clients, including private dinners in iconic locations such as Versailles and brunch on the top of the Arc de Triomphe. Her personalized service frequently includes unique opportunities to meet influential figures, such as the Hermes or Fendi families during meals.
However, she also recognizes that sometimes, her clients desire simple comforts. For example, when arranging a trip for President Bush to Ethiopia, she ensured he was welcomed with familiar favorites like peanut butter and non-alcoholic beer, demonstrating her commitment to ensuring a genuine experience tailored to her clients’ backgrounds and preferences.
Through her work, India illustrates the concept that luxury is not solely about opulence; it encompasses meaningful and authentic experiences that resonate on a personal level. Her understanding of people and environments drives her success in the competitive world of luxury travel.
This story serves as an inspiring example of how determination, genuine care for clients, and relationship-building can lead to success in a niche market. India’s journey emphasizes that authenticity and personalization can elevate the luxury experience, showcasing that true value lies in understanding and fulfilling individual desires.