When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was set on the idea of “fake it till you make it.”
Initially, India’s husband doubted her ambitions as they received inquiries from potential clients who saw her articles and expressed interest in trips to destinations like Disney or New Jersey. During those times, she found herself claiming that her services were fully booked for the season, despite lacking any actual clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts high-profile figures, including world leaders and celebrities like Mariah Carey, among her clientele. Her services are tailored for individuals with annual earnings exceeding $100 million, suggesting that her clients are often already accustomed to luxury. So, what does India offer that they can’t find themselves?
According to India, the difference lies in care and personal touch. “My clients are more influential than I am, but it’s not their connections that get things done. It’s about leading with heart,” she explained. Drawing from her five years of experience as a server, she emphasizes the importance of understanding and caring for her clients.
Sienna Charles has developed a network of over 2,000 relationships in the hospitality sector, encompassing yachts, hotels, and elite restaurants. These connections enable India to curate exclusive travel and dining experiences for her clients.
“Clients share their visions with me, but they often lack the tools and access to realize them,” India said. “One of my strengths is capturing that vision and executing it.”
India’s mission extends beyond providing access to premium venues; she aims to ensure that the experiences are genuinely enriching. For instance, while she acknowledges the prestige of the three-Michelin-star restaurant French Laundry in Napa, she believes alternative experiences, like those at Single Thread Farms nearby, are far more engaging.
Her focus is on crafting unique, personalized experiences rather than just lavish ones. She has organized extraordinary events, such as a candlelit dinner at Versailles and a brunch on the Arc de Triomphe. Additionally, she often combines meals with encounters with notable individuals, like arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients request simpler comforts. When former President George W. Bush traveled to Ethiopia, India made sure he had peanut butter and non-alcoholic beer readily available, and arranged for local children to greet him wearing Texas Rangers caps.
“I genuinely care about people,” India stated. She dedicates time to conversations with everyone from taxi drivers to restaurant staff, seeking the most intriguing options for her clients. She believes that real luxury transcends opulence and encompasses authentic experiences.