When Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, she relied on the strategy of “faking it until making it.” At the time, her husband doubted her ambitions as they received inquiries from potential clients about trips to popular destinations like Disney. Despite her claims of being fully booked with high-net-worth clients, India had no actual clientele.
Fast forward sixteen years, and her initial strategy has proven successful. India now counts several world leaders and high-profile celebrities, including former President George W. Bush and singer Mariah Carey, among her clients. Her services cater specifically to individuals earning over $100 million a year, often those who seemingly have it all. So, what unique offerings does India provide that her affluent clients cannot access on their own?
India emphasizes that her success lies not in her connections but in the personal care she extends to her clients. Drawing on her experience as a server for five years, she understands the nuances of human interaction. “It’s about paying attention and caring about those people,” she explains.
Her extensive “black book” includes over 2,000 contacts in the hospitality industry, covering everything from yachts to high-end restaurants. These relationships allow her to craft exclusive travel and dining experiences tailored to her clients’ desires. “Clients articulate their vision, but often lack the tools and creativity to bring it to life,” India said, highlighting her ability to translate their expectations into reality.
Importantly, India’s goal is not merely to secure reservations at the trendiest or most prestigious venues but to guarantee a genuinely enriching experience for her clients. For example, she expressed her opinion that the renowned French Laundry restaurant in Napa Valley is not particularly exciting and opted not to promote it, favoring instead the more unique offerings at nearby Single Thread Farms.
India is known for curating exceptional, tailor-made events for her clients. Among her notable arrangements was a candlelight dinner in the stunning setting of Versailles and a brunch atop the Arc de Triomphe. Additionally, she often combines meals with encounters with influential personalities, having organized gatherings with the Hermes and Fendi families in Italy.
However, sometimes her clients seek simple comforts. For example, when President Bush traveled to Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer, creating a welcoming atmosphere bolstered by local children sporting Texas Rangers baseball caps.
“I genuinely care about people,” India states, explaining that her day involves conversations with everyone from cab drivers to restaurant staff in order to discover the most intriguing options for her clients. Her philosophy embraces a broader view of experiences, stating, “The world is not just luxury. It’s about authentic experiences.”