When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, she embraced the idea of “fake it until you make it.”
India recalls how her husband doubted her decision during the early days as they received calls from individuals expressing interest in vacations, despite her lack of clients at the time. She often replied, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.”
Now, sixteen years later, her strategy has proven effective. Her clientele includes influential figures like former President George W. Bush and celebrities such as Mariah Carey, catering exclusively to those earning over $100 million annually. With such affluent clients, the question arises: what unique offerings does India provide that her clients cannot access on their own?
According to India, it’s about care and connection. “My clients are way more powerful than me; they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she says. Drawing from her experience as a server for five years, she emphasizes understanding people’s needs and the importance of deep attention and care.
Sienna Charles boasts a network of over 2000 connections within the hospitality sector, including luxury yachts, hotels, and upscale restaurants. This extensive relationship-building allows India to offer her clients exclusive travel and dining experiences.
India explains that her clients often have a vision for their experiences but lack the resources to realize it. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she states.
Her focus goes beyond simply granting access to lavish venues; India aims to ensure her clients have memorable experiences. For example, she personally doesn’t endorse the three-Michelin star restaurant French Laundry, believing that places like Single Thread Farms offer more intriguing experiences instead.
The unique events she arranges for her clients often stand out. She has orchestrated intimate candlelight dinners in Versailles and brunch atop the Arc de Triomphe. India frequently pairs meals with opportunities to meet prominent personalities, like arranging a breakfast with the Hermes family or a lunch with the Fendi family in Rome.
At times, her clients request simpler comforts, such as when Bush visited Ethiopia. She made sure he had peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India expresses, highlighting her commitment to seeking out the most distinctive options for her clients through conversations with various individuals, from cab drivers to restaurant staff. “The world is not just luxury. The world is not just fancy experiences. It’s everything and [my clients] want authentic experiences.”