When Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, she adopted a “fake it until you make it” mentality. Initially, she faced skepticism, especially from her husband, as she received inquiries from potential clients while lacking a client base herself. “We’re really sold out this season with high-net-worth people,” she would tell callers, even though she had no clients at that time.
Fast forward sixteen years, and India has successfully built a distinguished clientele that includes former President George W. Bush and pop star Mariah Carey. Her services cater specifically to individuals with annual incomes exceeding $100 million, a demographic that seems to have everything.
India believes what sets her apart is not just her connections, but her genuine care and understanding of her clients’ needs. Drawing on her experience as a server for five years prior to starting her business, she emphasizes the importance of attentiveness and empathy in her work.
Sienna Charles boasts an extensive network of over 2,000 contacts within the hospitality industry, encompassing luxury hotels, yachts, and fine dining establishments. This vast network enables her to craft unique travel and dining experiences tailored to her clients. “They already see what they want to achieve but lack the tools, time, and creativity to fulfill that,” India notes, highlighting her talent for quickly grasping their vision and making it a reality.
While her clients often seek exclusive and glamorous venues, India’s goal extends beyond mere luxury; she aims to provide authentic, worthwhile experiences. For instance, she believes that while the French Laundry in Napa is prestigious, it’s not particularly exciting, opting instead to recommend the more innovative Single Thread Farms.
Her clients enjoy truly unique experiences, such as a candlelit dinner at Versailles or brunch on the Arc de Triomphe. India also places a strong emphasis on blending meals with opportunities to meet interesting personalities, facilitating breakfast with the Hermes family and lunch with the Fendi family in Rome.
At times, her clients’ needs are more straightforward. When President Bush visited Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
India’s dedication to her clients is evident in her daily interactions, from speaking with cab drivers to restaurant staff, as she curates experiences beyond luxury. “The world is not just luxury. It’s everything, and my clients want authentic experiences,” she affirms.