When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she adopted a mindset of “fake it until you make it.”
Initially, she faced skepticism, including from her husband, as she would receive calls from potential clients intrigued by her articles, inquiring about trips to Disney or weekend getaways to New Jersey. At the time, she had no actual clients to book.
Fast forward sixteen years, and her strategy has proven successful. India now services high-profile clients, including former President George W. Bush and celebrities such as Mariah Carey. Her clientele typically earns over $100 million annually, and they often have every resource at their disposal. So, what can she offer that they cannot arrange themselves?
India emphasizes that her clients, while powerful and connected, often lack the personal touch and care that she provides. Drawing on her previous experience as a server, she understands the importance of empathy and attentiveness to her clients’ needs.
Sienna Charles is backed by an extensive network of over 2,000 contacts within the luxury hospitality sector, affording her the ability to curate bespoke travel and dining experiences that are unattainable through ordinary channels.
She points out that her clients have clear visions of their desires but often lack the tools, time, or creativity to realize them. India takes pride in her ability to quickly grasp her clients’ needs and deliver them.
Her focus is on creating meaningful experiences rather than just booking exclusive venues. For example, she finds the famed French Laundry restaurant in Napa overrated and prefers to recommend unique alternatives, such as Single Thread Farms, which she views as more intriguing.
India often creates extraordinary events for her clients, such as a candlelit dinner in Versailles or brunch atop the Arc de Triomphe. She also strives to integrate meals with engaging personalities, having organized meals with notable families like Hermes and Fendi.
Occasionally, her clients request simpler comforts, as was the case when Bush visited Ethiopia. She ensured he had peanut butter and non-alcoholic beer readily available, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India’s approach revolves around genuine care for her clients. She actively converses with everyone from cab drivers to restaurant workers to discover unique experiences. Her philosophy embraces the idea that the world encompasses more than just luxury; it also holds invaluable, authentic experiences that her clients seek.