When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she adopted a strategy of “fake it until you make it.”
Initially, India faced skepticism from those close to her, including her husband, as they received inquiries from potential clients without her having any actual clients to serve. “I was telling people, ‘We’re so busy, we’re really sold out this season with high-net-worth people,’ even though I had no clients,” she recounted.
Fast forward sixteen years, and her gamble has paid off significantly. India now counts numerous influential figures, including former President George W. Bush and celebrities like Mariah Carey among her clientele. Her services cater to individuals earning over $100 million annually—people who already lead opulent lives. So, what distinguishes India’s offerings in such a competitive market?
According to India, while her clients possess considerable power and networks, it is the personal touch and attentiveness that ultimately drive successful outcomes. Drawing on her experience as a server for five years, she understands the importance of connecting with people. “Paying attention to and genuinely caring for my clients is paramount,” she stated.
Sienna Charles features an extensive network of over 2,000 connections in the hospitality sector, encompassing yachts, hotels, and fine dining establishments. This robust relationship-building enables her to curate extraordinary travel and dining experiences tailored to her clients’ desires.
“My clients share their vision, and they have the ambition and clarity; they just lack the tools, time, access, and creativity to achieve it,” India explained. “I have a knack for grasping their vision with just a few words and bringing that to fruition.”
However, India’s mission goes beyond merely securing reservations at prestigious venues; she is dedicated to ensuring that each experience is truly meaningful. For instance, she does not promote the renowned French Laundry restaurant in Napa because she believes it lacks excitement compared to other unique dining experiences available.
Her commitment to individual experiences often leads to exclusive events. In one instance, she organized a candlelit dinner at Versailles, and on another occasion, her client enjoyed brunch atop the Arc de Triomphe.
In some cases, her clients seek simpler comforts. When Bush visited Ethiopia, India made sure he had peanut butter and non-alcoholic beer on hand, and arranged for him to be welcomed by children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India expressed, emphasizing how she engages with everyone from cab drivers to restaurant staff to uncover the most intriguing options for her clients. “The world is not just luxury; it’s about authentic experiences, and that’s what my clients seek.”