When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she was committed to projecting success until it became reality.
In the early days, India faced skepticism from her husband as they received calls from potential clients who mentioned articles featuring her work, expressing interest in trips to places like Disney or New Jersey. “I had to tell them, ‘Oh, I’m sorry, we’re sold out this season with high-net-worth clients,’” she recounted, despite not having any clients at that time.
Fast forward sixteen years, and her strategy of ‘faking it’ has paid off immensely. India now caters to a roster of high-profile clients, including multiple world leaders and celebrities such as Mariah Carey, all of whom have significant annual incomes exceeding $100 million. So what sets her services apart?
India emphasizes that her clients, despite their power and connections, often lack the personalized attention she provides. “It’s care. It’s leading from the heart,” she noted, reflecting on her background as a server. She has developed a knack for understanding people’s needs and desires, which she considers essential to her business.
Sienna Charles includes a “black book” of over 2000 connections within the high-end hospitality sector—spanning yachts, hotels, and top restaurants. This network enables her to curate extraordinary travel and dining experiences tailored to her clients’ aspirations.
Her approach involves listening to her clients’ visions while recognizing they often lack the resources or creativity to bring them to fruition. “One of my gifts has been understanding that vision with only a few words and then delivering that to them,” India said.
However, India’s goal is not merely to provide access to the most exclusive places; she aims to deliver meaningful and memorable experiences. She prefers offering alternatives to widely-known locations, suggesting Single Thread Farms over the famed French Laundry, for instance.
Her bespoke services have included unique experiences such as arranging a candlelit dinner in Versailles and brunch on the Arc de Triomphe. She also connects her clients with influential figures, facilitating breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients request simpler comforts. For example, when former President George W. Bush visited Ethiopia, she ensured that he had peanut butter and non-alcoholic beer on hand, and he was welcomed by local children in Texas Rangers caps.
India emphasizes her genuine care for people, reinforced by her efforts in getting to know everyone from taxi drivers to restaurant staff to curate the best options for her clients. “The world is not just luxury. It’s not just fancy experiences. It’s everything, and my clients want authentic experiences,” she concluded.