Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008 with a strategy of “fake it till you make it.” Initially, she projected an image of success, despite having no clients. India’s early days involved fielding inquiries from potential clients interested in exclusive experiences, which she would decline by claiming her services were fully booked for affluent clients.
Fast forward sixteen years, and India has built a formidable clientele that includes world leaders, such as former President George W. Bush, and numerous celebrities like Mariah Carey. Her focus is on high-net-worth individuals who earn over $100 million annually. India explains that the differentiating factor of her service isn’t just connections, but rather, a genuine care for her clients and an ability to understand their desires.
Sienna Charles maintains a vast network of relationships with over 2,000 professionals within the hospitality sector, covering luxury hotels, yachts, and elite restaurants. This extensive network allows India to curate tailored travel experiences and dining arrangements that many clients cannot achieve on their own due to a lack of time or resources.
India emphasizes that her aim is to provide authentic experiences rather than merely high-end luxury. For instance, she prefers innovative dining options over traditional high-status venues, showcasing her belief in the value of unique experiences. She’s organized extraordinary events, such as private dinners in historic locations like Versailles and brunch on the Arc de Triomphe, and has facilitated meetings with influential figures, including members of the Hermes and Fendi families.
However, her services can also include simple comforts. For example, during Bush’s visit to Ethiopia, India ensured he had familiar snacks and beverages, making his experience more personal and comfortable. She attributes her success to a deep-seated empathy for people, dedicating her time to understanding a wide range of perspectives and preferences, thereby delivering not just luxury, but also authenticity in experiences for her clients.