In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with a mindset of “fake it until you make it.” Initially, she faced skepticism from her husband as she received inquiries from potential clients, despite not having any at the time. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would respond, even without any customers.
Fast forward sixteen years, and her strategy has proven successful. India now counts numerous world leaders, including former President George W. Bush, among her clients, along with celebrities like Mariah Carey. Her exclusive services cater to clients earning more than $100 million annually, yet she emphasizes the personal touch that sets her apart.
“My clients have immense power and connections, but what truly drives success is care. It’s important to lead from the heart,” she shared, noting her background as a server for five years, which taught her how to understand people’s needs. India’s approach prioritizes attentive service and genuine concern for her clients above all else.
Sienna Charles is known for its extensive network, boasting a “black book” containing over 2,000 contacts in the hospitality sector, including luxury hotels, yachts, and fine dining establishments. This extensive relationship-building allows India to craft unique travel and dining experiences tailored to her clients’ desires.
According to India, her clients often have a vision but lack the necessary resources and creativity to realize it fully. She prides herself on the ability to interpret their needs succinctly and deliver unforgettable experiences. For her, the goal goes beyond securing access to glamorous venues; it’s about creating truly meaningful experiences.
India expressed her personal taste by critiquing popular destinations, saying, “I don’t think French Laundry in Napa is really that exciting…I think what they’re doing at Single Thread Farms down the road is far more interesting.” Her focus is on offering authentic experiences rather than merely luxurious ones.
Throughout her career, she has arranged extraordinary events, such as a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, India strives to connect her clients with influential figures, having organized meals with notable personalities like the Hermes and Fendi families.
At times, her clients seek simple comforts. When President Bush visited Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer, along with a welcoming gesture from local children wearing Texas Rangers caps.
India sums up her philosophy: “I genuinely care about people.” She dedicates her time to engaging with everyone from taxi drivers to restaurant staff to discover unique options for her clients, emphasizing that the world encompasses more than just luxury; it’s about authentic experiences.