In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with the determination to project confidence despite not having any clients. She shared with Business Insider that her husband doubted her ambitions as they received inquiries from people interested in travel services, prompting her to respond with tales of being fully booked with high-net-worth clients, even though that was not the case at the time.
Fast forward sixteen years, and India’s strategy of “faking it until making it” has paid off handsomely. Today, her clientele includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. She exclusively serves clients with annual incomes exceeding $100 million, providing exclusive experiences they cannot arrange themselves.
India attributes her success to an approach that combines empathy and personal connection. Having worked as a server for five years prior to establishing her business, she has an innate understanding of what people value. She emphasizes the importance of listening and caring for her clients as foundational to her service.
Sienna Charles features an extensive “black book” of over 2,000 connections in the hospitality sector, encompassing luxury accommodations, yachts, and fine dining. This network allows India to orchestrate unique travel and dining experiences tailored to her clients’ desires.
Understanding her clients’ visions is critical to her service. “They already see it; they just don’t have the tools, time, access, or creativity to fulfill that,” India explained. She prides herself on her ability to capture client visions and translate them into unforgettable experiences.
However, India’s mission transcends mere luxury; her commitment is to ensure that each experience is truly meaningful. For instance, she expressed a preference for local culinary experiences over high-profile restaurants, mentioning that while she could secure reservations at the renowned French Laundry, she finds other dining experiences like Single Thread Farms to be more noteworthy.
Her bespoke services often create unforgettable moments, such as arranging a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. She also places value on cultivating personal connections for her clients, organizing meals with influential figures like the Hermes and Fendi families.
Sometimes, her clients’ needs are simpler; for example, when arranging for Bush’s visit to Ethiopia, she ensured his comfort by providing familiar snacks like peanut butter and non-alcoholic beer, along with a warm welcome from local children dressed in Texas Rangers baseball caps.
India highlights her commitment to authenticity, stating that her day involves engaging with a diverse range of individuals, from taxi drivers to restaurant staff, to uncover the most intriguing experiences for her clients. “The world is not just luxury. It’s about everything, and my clients desire genuine experiences,” she concluded.