When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she adopted a strategy of “fake it until you make it.” Initially, her husband doubted her approach as they received inquiries from people who had read her articles and expressed interest in trips, such as visits to Disney or weekends in New Jersey, despite her having no actual clients to refer to.
Fast forward sixteen years, and India’s gamble has proven successful. She now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, catering to those with annual earnings exceeding $100 million. So what unique offerings does India provide that her affluent clients cannot arrange themselves?
India emphasizes that while her clients hold significant power and connections, success in securing exclusive experiences hinges on genuine care and understanding. Drawing from her experience as a server for five years, she prioritizes attentiveness and empathy as fundamental to her service.
Sienna Charles features a vast network, or “black book,” with over 2,000 relationships spanning the hospitality sector, including luxury hotels, restaurants, and yachts. This extensive network enables India to curate extraordinary travel and dining experiences tailored to her clients’ desires.
“My clients articulate their goals, and while they can envision the outcome, they often lack the tools, time, access, or creativity to realize it,” India explains. “One of my strengths is grasping their vision quickly and delivering accordingly.”
India’s focus transcends simply providing access to lavish venues; she aims to ensure that the overall experience is rewarding. For instance, she is not a fan of the three-Michelin-star French Laundry restaurant in Napa, choosing to offer alternatives she finds more engaging, like the experiences at Single Thread Farms nearby.
India often presents her clients with exclusive opportunities that blend dining with unique interactions. She has arranged meals alongside notable figures, such as breakfast with the Hermes family and lunch with the Fendi family in Rome.
Yet, at times, her clients seek simpler comforts. For example, when President Bush visited Ethiopia, India ensured he had familiar items, like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India states. She dedicates her day to engaging with various individuals, from cab drivers to restaurant staff, to discover the most intriguing options for her clients. “The world is not just luxury. It’s about authentic experiences, and my clients are seeking those genuine moments.”