Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008 with a strategy of “fake it until you make it.” Initially, she fielded calls from potential clients expressing interest in trips, despite having no actual clients herself. Highlighting this early struggle, she recounted her husband’s skepticism when they received inquiries about travel arrangements, which she brushed off by claiming they were fully booked with high-net-worth clients.
Fast forward sixteen years, and India’s persistence has paid off immensely. Today, her clientele includes high-profile figures such as former President George W. Bush and celebrities like Mariah Carey. She caters exclusively to individuals earning over $100 million annually, a group she refers to as those who seem to have it all. So, what does she offer that they cannot obtain independently?
India believes that the cornerstone of her service is the personal touch. She shares, “My clients are way more powerful than me, but that’s not what gets things done. It’s care. It’s leading from the heart.” With experience as a server for five years prior to launching her business, she emphasizes the importance of understanding and catering to her clients’ needs.
Sienna Charles maintains an extensive network of over 2,000 contacts within the hospitality sector, allowing India to craft unique travel experiences for her clients. She mentions, “Clients are often looking to achieve something specific but lack the tools or access. My skill is understanding that vision and delivering it.”
While her aim is not simply to secure access to exclusive venues, it’s about ensuring that every experience is valuable. India notes that she does not recommend places like the French Laundry in Napa because she finds them less appealing compared to alternatives, such as Single Thread Farms.
Her services often manifest as extraordinary experiences. For instance, she has organized a candlelight dinner in Versailles and a brunch atop the Arc de Triomphe. She also strives to connect her clients with influential figures, having arranged meals with the Hermes and Fendi families.
At times, her clients seek simpler comforts. When President Bush visited Ethiopia, India ensured he had familiar items like peanut butter and non-alcoholic beer, while being welcomed by children wearing Texas Rangers caps.
India emphasizes her genuine care for people, noting that her day involves conversations with everyone from cab drivers to restaurant staff in search of authentic options for her clients. “The world is not just luxury; it’s everything, and my clients want genuine experiences,” she concludes.