Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008 with a strategy of projecting confidence despite lacking initial clients. She recalls occasions when potential customers would reach out after reading an article about her business, prompting her to claim that her services were fully booked for high-net-worth individuals, even though she had no clients at the time.
Fast forward sixteen years, the approach of “fake it until you make it” has proven successful. Today, India counts influential figures, such as former President George W. Bush and notable celebrities like Mariah Carey, among her clientele, who typically earn over $100 million annually. Her unique value proposition lies in her ability to provide experiences that even her affluent clients cannot access on their own.
“My clients are immensely powerful with vast networks, but it’s the personal touch and genuine care that truly facilitate connections,” India shared. Having worked as a server for five years prior to launching her business, she emphasizes the importance of understanding clients’ desires and delivering personalized service.
Sienna Charles is distinguished by an extensive network of over 2,000 contacts in the hospitality sector, ranging from luxury yachts to high-end restaurants. This network allows India to create bespoke travel and culinary experiences tailored to her clients’ visions.
India highlights that her aim is not merely to secure reservations at the trendiest locations but to ensure the experiences have genuine significance. For instance, while some might consider dining at the three-Michelin star French Laundry a must, India prefers to recommend places she finds more intriguing, like Single Thread Farms nearby.
The extraordinary events she curates for her clients often go beyond standard luxury offerings. Examples include arranging a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she seeks to create meaningful connections, coordinating meals with high-profile personalities, such as the Hermes and Fendi families.
On occasion, her clients request simpler comforts. When President Bush visited Ethiopia, India arranged for familiar items like peanut butter and non-alcoholic beer to ensure he felt at home, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India states, illustrating her attentive approach that involves communication with everyone from cab drivers to restaurant staff, allowing her to uncover authentic and enriching options for her clients. She believes that the essence of her service goes beyond luxury, focusing instead on creating genuine, memorable experiences.