In 2008, Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, motivated by a “fake it until you make it” mindset.
Today, Berkshire Hathaway holds an impressive $234.6 billion in U.S. Treasury bills, surpassing the Fed’s holdings.
India recalls how her husband doubted her ambitions, as she received inquiries from potential clients who read her articles. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would say, despite having no clients at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts numerous influential figures among her clientele, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals earning over $100 million annually – people who seem to have it all. So, what unique offerings does India provide that her wealthy clients cannot access themselves?
“My clients are incredibly powerful; they know countless people. But connections alone do not guarantee results. What truly matters is care and leading from the heart,” she explains. Drawing on her experience as a server, India emphasizes understanding human behavior and the importance of genuine attention to her clients.
Sienna Charles is equipped with an exclusive “black book” of over 2,000 contacts in the hospitality industry, including luxury hotels, yachts, and gourmet restaurants. These relationships enable India to create extraordinary travel and dining experiences tailored to her clients’ desires.
“My clients often have a vision but lack the tools, time, access, or creativity to realize it,” India states. “One of my strengths lies in grasping that vision from just a few words and bringing it to life.”
However, India’s aim goes beyond merely providing access to upscale venues; she ensures that each experience is meaningful. For instance, she is selective about recommending restaurants, stating, “I don’t think French Laundry in Napa is that exciting, so I don’t sell it. We could get someone in there, but I prefer what Single Thread Farms offers.”
Focusing on providing personalized experiences rather than extravagant ones, she frequently crafts unique events. Previous arrangements include a candlelight dinner in Versailles and a brunch atop the Arc de Triomphe.
India also highlights the importance of combining meals with interactions with notable figures, citing breakfasts with the Hermes family and lunches with Fendi family members in Rome.
Sometimes, her clients express simpler needs. For example, when Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, and arranged for dozens of children wearing Texas Rangers caps to greet him.
“I genuinely care about people,” she notes, explaining that she engages with various individuals, from cab drivers to restaurant staff, to discover the best options for her clients. “The world is not just luxury; it encompasses authentic experiences, which my clients truly seek.”