When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she adopted a strategy of “fake it until you make it.”
Reflecting on her early days, India recalled how her husband doubted her ambition as they received inquiries from potential clients who had seen her articles. She would respond by claiming they were fully booked with high-net-worth individuals, despite not having any clients at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves a clientele that includes notable figures, such as former President George W. Bush and entertainers like Mariah Carey. Her services cater to individuals with annual earnings exceeding $100 million, which raises the question of what unique offerings she provides that her clients cannot obtain themselves.
India emphasizes that her clients are often more influential than she is, but she believes that genuine care is the key to delivering results. Drawing on her experience as a server, she understands the importance of nurturing relationships and tailoring attentiveness to individual client needs.
Her company has developed an extensive network, boasting more than 2,000 connections in the high-end hospitality sector, which includes luxury yachts, hotels, and restaurants. This network enables India to create bespoke travel and dining experiences for her clients.
She explained that clients come to her with a clear vision of what they want, but may lack the necessary access and creativity to achieve it. India prides herself on her ability to understand their desires and deliver accordingly.
However, her focus is not merely on securing exclusive reservations but ensuring that the experiences are meaningful. For instance, she questions the appeal of famed dining spots like the French Laundry, instead highlighting lesser-known but unique venues such as Single Thread Farms.
India’s personalized approach often results in extraordinary experiences, such as arranging a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also enjoys pairing meals with encounters featuring prominent figures, such as breakfasts with members of the Hermes family or lunches with the Fendi family in Rome.
At times, her clients request more straightforward comforts. For example, during a trip to Ethiopia, she ensured that former President Bush could enjoy familiar foods like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India conveys a deep care for her clients. She prioritizes engagement with everyone she meets, from cab drivers to restaurant staff, to uncover authentic experiences. Her journey embodies the belief that the world offers more than just luxury; it encompasses diverse and genuine experiences that her clients truly seek.