Jaclyn Sienna India, the founder of luxury travel concierge Sienna Charles, started her business in 2008 with a bold strategy of “fake it until you make it.” Early on, she faced skepticism, especially from her husband, as calls from potential clients came in, but India claimed to be fully booked with high-net-worth individuals despite having no clients at the time.
Fast forward sixteen years, and that strategy has proven successful. Today, India serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. Her clientele consists of individuals earning over $100 million annually, leading to the question of what unique value she offers to those who can secure the best on their own.
India believes the key is the personal touch and connection she offers. With five years of experience as a server, she understands the importance of attentiveness and care in client relationships. Her extensive network includes over 2,000 connections across the hospitality sector, allowing her to create tailored travel and dining experiences that her clients wouldn’t typically access.
“My clients may have power and connections, but it’s the heart that drives results,” she said. India’s ability to grasp clients’ visions and translate them into experiences has been a critical factor in her success.
While she has the capacity to book exclusive venues, her focus is on authentic experiences tailored to her clients’ desires. For example, she prefers to suggest unique dining options over popular venues; she argues that places like Single Thread Farms in Napa are far more interesting than well-known spots like French Laundry.
India has arranged several memorable events for her clients, like a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. She also strives to connect her clients with influential figures, previously organizing meals with families behind luxury brands like Hermes and Fendi.
At times, her clients appreciate more straightforward comforts. For instance, when Bush traveled to Ethiopia, she ensured he had peanut butter and non-alcoholic beer, along with a warm welcome from local children donning Texas Rangers caps.
“I genuinely care about people,” India emphasized, explaining that she engages with everyone from cab drivers to restaurant staff to uncover the most memorable options for her clients. “Authentic experiences extend beyond luxury; they encompass everything.”