When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she embraced the philosophy of “fake it until you make it.”
Her journey began with modest beginnings, as she faced skepticism from her husband when inquiries for her services started coming in, even though she had no clients. She often found herself apologizing, claiming to be fully booked with high-net-worth individuals, despite the reality of her situation.
Fast forward to today, and India’s approach has yielded significant success, with a roster that includes world leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Sienna Charles caters to clients with annual earnings exceeding $100 million, providing them with exclusive services that go beyond their means.
India emphasizes that her clients, although powerful and well-connected, are often looking for something deeper than mere access. “It’s care. It’s leading from the heart,” she explains. Drawing on her experience as a server, she has learned the importance of understanding people’s needs and values.
Her expansive network includes over 2,000 contacts within the hospitality industry, allowing her to craft unique travel and dining experiences. India clarifies her role as someone who translates her clients’ aspirations into reality. “They just don’t have the tools, the time, the access and the creativity to be able to fulfill that,” she says, highlighting her knack for understanding and delivering on her clients’ visions.
While she can secure reservations at prestigious venues, India prioritizes meaningful experiences over mere luxury. For instance, she expresses a preference for less conventional dining options, revealing that she wouldn’t recommend dining at the French Laundry, citing its lack of excitement compared to other offerings.
Her innovative approach has led to memorable arrangements, such as a candlelight dinner in Versailles and brunch on the Arc de Triomphe. Additionally, she arranges intimate meetings between her clients and influential figures, having set up meals with notable families in luxury brands like Hermes and Fendi.
At times, her clients request simple comforts, such as when she ensured that President Bush had his favorite peanut butter and non-alcoholic beer during his trip to Ethiopia. To make the experience more special, she arranged for children to greet him, wearing Texas Rangers caps.
India’s commitment to her work is evident as she engages with everyone from drivers to restaurant staff, seeking out the most authentic experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything and [my clients] want authentic experiences,” she says, illustrating her holistic approach to travel and service.