When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge, in 2008, she aimed to navigate the industry by projecting confidence, despite having no clients.
Reflecting on her early days, India shared that her husband doubted her ambitions when they received calls from potential clients expressing interest in services that didn’t actually exist. “I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’” she recounted.
Fast forward sixteen years, and the strategy of “faking it until you make it” has paid off. India has built a prestigious clientele that includes global leaders such as former President George W. Bush and celebrities like Mariah Carey. Her services cater exclusively to clients who earn over $100 million annually, meaning they are typically accustomed to a life of luxury. So, what distinguishes India’s offerings from those her affluent clients could arrange themselves?
India emphasizes that her focus is on personal care and emotional engagement. Drawing from her experience as a server, she understands the nuances of human connection, which she believes is critical in her line of work. “It’s leading from the heart,” she stated.
Sienna Charles maintains an impressive network within the hospitality sector, boasting over 2,000 relationships that span yachts, hotels, and upscale dining establishments. This network allows India to craft distinctive travel and culinary experiences for her clients.
“My clients are visionaries,” India explained. “They see what they want to achieve but lack the means to realize it. I’ve developed the skill to grasp that vision through brief conversations and deliver it effectively.”
India’s aim transcends merely securing access to exclusive venues; she strives to ensure her clients’ experiences are genuinely fulfilling. For instance, she prefers to recommend lesser-known yet exceptional dining experiences over well-established Michelin-starred restaurants. “I don’t think French Laundry in Napa is really that exciting,” she noted, explaining her preference for other innovative culinary establishments, such as Single Thread Farms.
Her service often culminates in extraordinary and unique events. Highlights include organizing a candlelit dinner at Versailles and brunch atop the Arc de Triomphe. She also arranges meetings that blend fine dining with the opportunity to interact with influential figures, such as breakfasts with the Hermes family or lunches with the Fendi family in Rome.
However, India’s approach can also cater to simpler requests. When former President Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm greeting from local children wearing Texas Rangers caps.
“I genuinely care about people,” India affirmed, explaining that she dedicates her day to connecting with a variety of individuals, from cab drivers to restaurant staff, to find the best experiences for her clients. “The world is not just luxury. It’s about authentic experiences, and that’s what my clients desire.”