When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she adopted a ‘fake it until you make it’ mentality.
Initially, India faced skepticism from her husband as they received inquiries from potential clients, while she had no actual clientele to support her claims. She responded to these calls by saying they were fully booked for the season, catering to high-net-worth individuals.
Now, 16 years later, her strategy has proven successful; she has amassed a prestigious list of clients, including notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her boutique service caters to individuals with annual earnings exceeding $100 million, who, despite their wealth, seek unique experiences that transcend ordinary travel options.
India emphasizes the importance of personal connections and genuine care in her service. Drawing on her background as a server for five years, she understands the intricacies of customer satisfaction. “It’s care. It’s leading from the heart,” she explains.
Sienna Charles maintains an extensive network, or “black book,” of over 2,000 contacts within the hospitality sector, which includes luxury hotels, yachts, and fine dining establishments. This rich relationship network allows her to curate unparalleled travel and dining experiences for her clientele.
She describes her ability to grasp her clients’ visions quickly and translate them into reality as one of her key strengths. “They already see it; they just don’t have the tools, the time, the access, and the creativity to fulfill that,” India said.
While she does help her clients access exclusive venues, her priority is ensuring that their experiences are not only luxurious but meaningful. For instance, she has notably opted not to promote high-profile dining spots like the French Laundry, believing that a boutique experience at a place like Single Thread Farms offers more creativity and authenticity.
Her portfolio of unique events includes arranging candlelit dinners at Versailles and brunch on the Arc de Triomphe. India also enhances her clients’ dining experiences by facilitating meetings with influential figures, such as the Hermes and Fendi families.
However, her approach is not exclusively about extravagance. During Bush’s trip to Ethiopia, she made sure he felt at home by providing peanut butter and non-alcoholic beer, while also ensuring he could enjoy an authentic local atmosphere, complete with children sporting Texas Rangers baseball caps.
“I genuinely care about people,” India shares, explaining how she consistently engages with various individuals—from cab drivers to restaurant staff—to uncover intriguing options for her clients. For her, the essence of travel encompasses much more than luxury; it’s about creating authentic and enriching experiences.