When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was resolute in her approach of “fake it until you make it.” In the early days, she faced skepticism, including from her husband, as she received inquiries from potential clients. Despite pretending to be busy with affluent customers, she had no clients at the time.
Fast forward sixteen years, and her strategy has proven successful. India now caters to high-profile clients, including former President George W. Bush and celebrity figures like Mariah Carey. Her clientele consists of individuals earning over $100 million annually, which presents a unique challenge: providing services that they cannot easily access themselves.
India emphasizes the importance of genuine care and emotional connection in her service. She draws from her background as a server to understand what truly matters to people, highlighting that what gets things done isn’t just connections, but a heartfelt approach.
Sienna Charles is supported by an extensive network of more than 2,000 contacts in the hospitality realm, covering everything from yachts to luxury hotels and gourmet restaurants. This network allows India to create distinct travel and dining experiences tailored to her clients’ desires.
Her clients often have a vision but lack the means to realize it completely. India prides herself on her ability to interpret brief descriptions and turn them into memorable experiences. Her goal is not merely to provide access to exclusive venues but to ensure that the experiences are meaningful.
For instance, she chooses not to recommend certain high-profile establishments if she believes there are more enriching options available. As an example, she finds the offerings at Single Thread Farms in California to be more compelling than the renowned French Laundry.
India’s services often include unique experiences, such as arranging candlelit dinners in historic locations like Versailles or brunch on the Arc de Triomphe. She also connects her clients with influential figures, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, she is attentive to the simple comforts as well. When Bush visited Ethiopia, India arranged for his favorite snacks, including peanut butter and non-alcoholic beer, while also ensuring he felt a connection to his home state through local children wearing Texas Rangers caps.
India’s approach reflects her genuine desire to care for others. She dedicates her days to engaging with a variety of people, from taxi drivers to restaurant staff, in her quest to discover authentic experiences that resonate with her clients. In her view, the true essence of the world extends beyond luxury; it encompasses a variety of genuine, meaningful moments.