Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008 with the mindset of “fake it until you make it.” Despite having no clients initially, she assured callers that her services were in high demand.
Fast forward sixteen years, and her strategy has proven successful. Today, India counts world leaders, including former President George W. Bush, and celebrities like Mariah Carey among her clientele, all of whom earn over $100 million annually. But India offers something unique that these affluent clients cannot find on their own.
India emphasizes the importance of care and connection in her business. Drawing from her five years as a server, she understands the nuances of individual needs. “It’s about paying attention and caring about those people,” she said.
Sienna Charles has developed an extensive network within the hospitality industry, known as her “black book,” featuring over 2,000 contacts encompassing yachts, hotels, and upscale restaurants. This web of relationships allows India to craft distinctive travel and dining experiences tailored to her clients’ desires.
According to India, her clients often know what they want but lack the resources to achieve their goals. “One of my gifts has been understanding that vision with only a few words,” she stated. Her objective is not just to offer access to exclusive venues, but to ensure the experiences are genuinely meaningful.
India is selective about the venues she promotes. For instance, she does not recommend the famed French Laundry restaurant, believing other dining options, like Single Thread Farms, provide more engaging experiences.
Her services often lead to extraordinary events, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. India also coordinates meals with prominent personalities, including breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients desire more familiar comforts. For example, when Bush visited Ethiopia, she arranged for him to have peanut butter and non-alcoholic beer, ensuring he felt at home.
“I genuinely care about people,” India stated. She dedicates her time to conversing with various individuals, including taxi drivers and restaurant staff, to uncover interesting options 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.”