When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, she adopted a strategy of “fake it until you make it.”
Initially, her husband doubted her decision as they received calls from potential clients who referenced her articles, expressing interest in trips to places like Disney or New Jersey. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would tell them, despite having no actual clients at that time.
Fast forward sixteen years, and India has successfully built a clientele that includes former President George W. Bush and celebrities like Mariah Carey. Her services are exclusively for individuals earning over $100 million a year, catering to people who seemingly have it all. So, what does India offer that these affluent clients cannot achieve themselves?
According to India, it’s her ability to connect with her clients on a deeper level. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she explains. Drawing from her experience as a server, she emphasizes the importance of understanding what makes people tick.
Sienna Charles maintains a vast network of over 2,000 industry relationships, which includes hotels, yachts, and upscale dining establishments. This networking enables India to create unique travel and dining opportunities for her clients.
“My clients explain what they hope to achieve, but they often lack the tools, time, access, and creativity to fulfill that,” India said. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them.”
Importantly, India prioritizes meaningful experiences over sheer glamour. For instance, while she could easily book a table at the famous French Laundry restaurant in Napa Valley, she opts for more unique options, believing experiences like those at Single Thread Farms are more compelling.
Her focus is not just on luxury but on crafting one-of-a-kind events. She has arranged a candlelight dinner in Versailles and brunch atop the Arc de Triomphe.
India also emphasizes pairing meals with meetings with notable personalities. For example, she has organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, she recognizes that sometimes her clients crave simpler comforts. When Bush visited Ethiopia, she ensured he had familiar treats like peanut butter and non-alcoholic beer, all while arranging for children to greet him wearing Texas Rangers caps.
“I genuinely care about people,” she states. India believes that by engaging with everyone around her — from cab drivers to restaurant staff — she can discover the most 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.”