Jaclyn Sienna India, the founder of Sienna Charles, a luxury travel concierge service established in 2008, initially faced a daunting challenge. To attract clients, she often fabricated stories about her business’s success, telling callers she was fully booked with high-net-worth clients, despite having none.
Fast forward sixteen years, and her strategy has clearly paid off. India has grown her client base to include numerous influential figures, including former President George W. Bush and celebrities like Mariah Carey. Her clientele primarily consists of individuals earning over $100 million annually—those who typically have access to whatever they desire. So, what distinguishes India’s offerings?
India explains that while her clients wield immense power and connections, it’s not those attributes that drive results but rather genuine care and empathy. Drawing on her five years of experience as a server, she understands how to connect with people, valuing attention and personalized care as central to her service.
Her company holds an extensive network of over 2,000 contacts across various sectors of the hospitality industry, which facilitates unique travel and dining experiences. India articulates her clients’ visions, often gleaned from just a few words, and successfully delivers tailored experiences that bring those visions to life.
Her approach is less about securing seats in the most opulent venues and more about ensuring authentic and enjoyable experiences. For instance, India is not a fan of the celebrated French Laundry restaurant in Napa, opting instead to recommend what she considers more compelling culinary experiences, like those offered at Single Thread Farms.
India frequently orchestrates exclusive events. On one occasion, she arranged a candlelit dinner in Versailles, and another time, a brunch on the Arc de Triomphe. She pairs these meals with opportunities to meet notable personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients simply seek comfort and familiarity. When President Bush visited Ethiopia, India arranged for him to have his favorite snacks—peanut butter and non-alcoholic beer—and ensured he was warmly welcomed by children wearing Texas Rangers hats.
“I genuinely care about people,” India states, emphasizing her commitment to discovering interesting and authentic experiences for her clients. She engages with everyone from taxi drivers to restaurant staff, highlighting that her focus is on providing well-rounded experiences that encompass luxury, authenticity, and personal connection.