When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge, in 2008, she operated under the principle of “fake it until you make it.” Facing skepticism from her husband, who thought her dreams were unrealistic, India maintained her confidence, fielding inquiries from potential clients despite having none at the time. She often claimed her services were fully booked with high-net-worth individuals, even though that was not the case.
Fast forward sixteen years, and India’s determination has paid off. She now serves an elite clientele that includes prominent figures such as former President George W. Bush and artists like Mariah Carey, primarily focusing on individuals with annual incomes exceeding $100 million. With such powerful clients, what differentiates India’s offerings?
India emphasizes the importance of personal connection, stating, “My clients are more powerful than I am, but that doesn’t get things done. It’s care. It’s leading from the heart.” Having worked as a server for five years, she possesses a deep understanding of customer service, which she believes is crucial in her line of work.
Sienna Charles is known for its extensive network of over 2,000 relationships across the hospitality sector, including luxurious yachts, upscale hotels, and premier restaurants. India’s ability to forge connections allows her to create unique travel experiences that go beyond mere access to high-end locations.
According to India, her clients often have a vision of what they want but lack the necessary resources, time, and creativity to realize it. “One of my gifts has been understanding that vision with only a few words and then delivering that to them,” she said.
India’s approach extends beyond simply securing reservations at prestigious venues; her priority is ensuring that her clients have genuinely memorable experiences. For instance, she doesn’t promote the French Laundry restaurant in Napa, despite its three Michelin stars, as she finds alternative dining experiences, like those at Single Thread Farms, to be more compelling.
Her unique offerings have included arranging a candlelight dinner at Versailles and hosting brunch atop the Arc de Triomphe. India often combines culinary experiences with opportunities to meet influential personalities, such as arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
On occasions, her clients’ requests can be quite simple. For example, when President Bush visited Ethiopia, she arranged for familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India said, explaining that she often speaks with everyone from taxi drivers to restaurant staff to source the most meaningful 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.”