When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she embraced the concept of “fake it until you make it.” Initially, she had no clients but would receive inquiries from potential customers intrigued by her supposed expertise.
Fast forward sixteen years, and her strategy has proven successful. India now counts numerous high-profile individuals among her clients, including global leaders and celebrities like Mariah Carey. She caters to a select group of clients who generate over $100 million annually, individuals who seemingly have everything. So, what unique offerings does India provide?
She believes that while her clients wield significant power and connections, it’s the personal touch and genuine care that truly drive results. Having spent five years as a server, she understands the nuances of hospitality and prioritizes the needs and desires of her clients.
Sienna Charles boasts an extensive network of over 2,000 contacts in the hospitality sector, allowing India to curate unique travel and dining experiences. Clients often come to her with a vision, and she excels at transforming that vision into reality, using her creativity and access.
India’s objective goes beyond simply securing reservations at exclusive venues. She aims to craft meaningful experiences tailored to her clients’ preferences. For instance, although she can arrange dining at renowned establishments, she may choose not to if she believes there are more exciting options available.
Her clientele often enjoy bespoke experiences, such as a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. India also likes to intertwine meals with encounters with prominent figures, having organized breakfasts with the Hermes family and lunches with Fendi family members.
Sometimes, her clients request simpler comforts. For instance, when former President George W. Bush visited Ethiopia, India ensured he was provided with 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 says, emphasizing her commitment to connecting with everyone from cab drivers to restaurant staff to uncover the most intriguing options for her clients. She believes that the essence of travel experiences lies in authenticity, not just luxury.