When Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, she adopted an approach of confidence and self-promotion despite starting with no clients. At that time, her husband doubted her business acumen as they received inquiries from potential clients, while she had to pretend her service was in high demand.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves prominent figures, including world leaders such as former President George W. Bush and celebrities like Mariah Carey. Her clientele typically comprises individuals with an annual income exceeding $100 million, raising the question of what unique services she offers to those who seemingly have it all.
India attributes her success to a focus on genuine care and relationship-building. Drawing from her experience as a server, she emphasizes the importance of understanding people’s needs and desires. She maintains a “black book” that includes over 2,000 relationships in the hospitality sector, enabling her to craft unique travel and dining experiences that cater to her clients’ specific requests.
She believes that many of her clients already have a vision of what they want but may lack the resources or creativity to realize it. India is adept at interpreting their needs and transforming ideas into reality. While she has access to exclusive venues, she prioritizes ensuring that the experiences she creates are meaningful and engaging. For instance, she bypasses highly coveted restaurants like the French Laundry in favor of more unique options such as dining at Single Thread Farms.
India’s focus is not solely on luxury; she strives to deliver authentic experiences tailored to her clients’ interests. She has organized unforgettable events such as a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she has arranged intimate meals with influential families, including the Hermes and Fendi families.
Sometimes, her clients seek simpler comforts. For instance, when Bush visited Ethiopia, she made sure he had familiar foods like peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers caps.
India underscores her commitment to understanding and serving her clients, believing that valuable experiences extend beyond luxury to include authenticity and personal connections. She engages with everyone around her, from cab drivers to restaurant staff, to discover unique options for her clients.