When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she aimed to portray success even before achieving it. At the start, she faced skepticism, particularly from her husband, as initial inquiries from potential clients left her scrambling with fabricated stories about having a fully booked schedule.
Fast forward sixteen years, and her strategy of “fake it till you make it” has proven effective. India now caters to an elite clientele that includes world leaders, such as former President George W. Bush, and celebrities like Mariah Carey. Her services are tailored for individuals earning over $100 million annually, those who seem to have everything but seek unique experiences.
India emphasizes her approach to serving clients, noting that despite their power and connections, what truly matters is care and genuine engagement. Her background as a server for five years shaped her understanding of people, fostering a sense of attentiveness that she deems vital in her business.
Sienna Charles boasts an extensive network of over 2,000 contacts within the hospitality sector, allowing her to curate exceptional travel and dining experiences. She prides herself on interpreting her clients’ visions—often based on minimal input—and turning them into reality.
While many would expect the most extravagant experiences, India prefers to prioritize meaningful engagements over mere luxury. For instance, she has a distinct stance on popular establishments like the French Laundry, stating she doesn’t promote it, believing alternatives like Single Thread Farms provide more intrigue.
Her bespoke services often result in unique events, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, India orchestrates meetings with notable figures, coordinating meals with families like the Hermes and Fendi in Rome.
However, not all requests are extravagant. For Bush’s trip to Ethiopia, India ensured he experienced some comforts from home, providing peanut butter and non-alcoholic beer, and arranging a warm reception from local children wearing Texas Rangers caps.
India emphasizes her genuine care for her clients, investing her time in conversations with everyone from taxi drivers to restaurant staff to uncover intriguing possibilities. She believes that true luxury lies not only in opulence but in authentic and meaningful encounters.