When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she embraced the idea of “faking it until making it.” Initially, she faced skepticism, including from her husband, as she fielded inquiries from potential clients without having any actual customers at the time. “I would tell them, ‘I’m sorry, we’re sold out this season with high-net-worth people,’” she recounted, despite not having any clients.
Fast forward sixteen years, India’s strategy has paid off. She now serves a select roster of clients that includes world leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Her clientele consists of individuals with annual incomes exceeding $100 million, which raises the question: what unique value does she offer that they can’t achieve on their own?
India emphasizes that her success is rooted in genuine care and exceptional service. Drawing from her previous experience as a server, she understands the nuances of human interaction and prioritizes emotional connection. “It’s care. It’s leading from the heart,” she explains.
Sienna Charles maintains an extensive network, documented in a “black book” that contains over 2,000 contacts within the hospitality sector, including yachts, luxury hotels, and high-end restaurants. This network allows India to craft personalized travel and dining experiences tailored to her clients’ desires.
“My clients communicate their visions, but they often lack the time, access, and creativity to realize them. One of my gifts is interpreting that vision and delivering on it,” she stated.
India’s goal is to provide clients with genuinely fulfilling experiences, not merely exclusive or glamorous ones. For instance, she opts not to promote highly acclaimed venues like the French Laundry in Napa, believing that experiences like Single Thread Farms offer more intrigue.
The bespoke nature of her service means that her clients often enjoy unique and memorable occasions. She has arranged remarkable experiences, including a candlelight dinner at Versailles and brunch on the Arc de Triomphe, and has facilitated meetings with notable families such as Hermes and Fendi.
However, sometimes her clients prefer simpler comforts. For example, during Bush’s visit to Ethiopia, she provided him with peanut butter and non-alcoholic beer, ensuring he felt at home, and arranged for children to greet him wearing Texas Rangers caps.
India’s commitment to her work is evident through her daily interactions with a variety of individuals, from drivers to restaurant staff, to discover unique offerings 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,” she affirms.