Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the mindset of “fake it until you make it.” Initially, she found herself in situations where potential clients would reach out after seeing her articles, and she often had to decline their requests, claiming to be fully booked, even though she had no clients at the time.
Fast forward sixteen years, and India’s strategy has proven effective. Her client list now includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Sienna Charles caters to individuals who earn over $100 million a year, clientele who typically have access to resources but may lack the time or means to create unique travel experiences themselves.
India emphasizes the importance of heartfelt engagement in her service. Drawing from her experience as a server, she understands personal connections and prioritizes attentive care for her clients. Her extensive network within the hospitality industry spans over 2,000 contacts, which allows her to craft bespoke travel experiences that are often unattainable to the average traveler.
She notes that while her clients are influential, what truly matters is understanding their desires and delivering them with creativity and access. For instance, rather than leading clients to widely known high-end restaurants, she aims to curate experiences that resonate on a personal level, often opting for less conventional choices that provide a more captivating experience.
India has organized numerous unique events, such as a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. She also facilitates opportunities for her clients to meet notable figures, including arranging meals with prominent families like the Hermes and Fendi families.
In some cases, her clients appreciate simpler comforts. When arranging a trip for Bush to Ethiopia, she ensured he had his favorite peanut butter and non-alcoholic beer, with the added touch of local children welcoming him while wearing Texas Rangers caps.
Ultimately, India believes in providing authentic experiences rather than mere luxury. She connects with various individuals, from taxi drivers to restaurant staff, to uncover the best options for her clients, showcasing that the world of travel encompasses far more than lavish amenities; it also includes meaningful and genuine experiences.