Jaclyn Sienna India founded Sienna Charles, a boutique travel concierge, in 2008 with the intent to build a successful business while initially deceiving the public about her client base. Despite starting without any clients, she would receive inquiries from potential customers who mentioned seeing her work and expressed interest in various travel experiences. To these inquiries, she would respond with excuses about being fully booked, despite having no actual clients at the time.
After 16 years, that initial strategy of “faking it” has proven successful. India now counts several prominent figures among her clientele, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals with annual earnings exceeding $100 million, who often seek out exclusive experiences they cannot easily access themselves.
India emphasizes that the core of her business is not just providing luxury but demonstrating care and understanding. Drawing on her past experience as a server, she believes in the importance of attentiveness and genuine concern for her clients’ needs. Sienna Charles boasts an extensive network of over 2,000 connections in the hospitality industry, including yachts, high-end hotels, and exclusive restaurants, which allows India to create unique travel experiences.
Her approach involves clarifying her clients’ visions and fulfilling them creatively. While she can secure reservations at renowned venues, she prioritizes delivering meaningful experiences. For instance, she does not promote the popular French Laundry restaurant in Napa, believing that alternative options, like Single Thread Farms, offer a more engaging experience.
India’s service often includes distinctive events, such as arranging a candlelight dinner in Versailles or brunch on the Arc de Triomphe. She also aims to connect her clients with notable figures, having organized meals with prominent families like Hermes and Fendi.
Moreover, she recognizes that sometimes her clients desire simpler comforts. For example, when Bush visited Ethiopia, India ensured he had familiar items like peanut butter and non-alcoholic beer, as well as a warm welcome from local children wearing Texas Rangers caps.
India highlights her dedication to providing authentic experiences rather than simply opulent ones, stating that she engages with various people throughout her day to uncover the best options for her clients. She believes that true value lies in the array of experiences the world has to offer, not just in luxury.