When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was determined to create a successful venture through determination and creativity.
Reflecting on the early days, India recounted how her husband thought her aspirations were misguided as they would receive inquiries from potential clients who had seen her work. At the time, she would politely turn them away, claiming her services were fully booked. The truth was that she had no clients at all.
Fast forward sixteen years, and India’s strategy of “faking it until you make it” has proven successful. She now counts world leaders, including former President George W. Bush, and high-profile celebrities like Mariah Carey among her clients. Her clientele consists of individuals earning over $100 million annually, people accustomed to luxury. So, what unique offering does India provide that they can’t achieve on their own?
India emphasizes the importance of genuine care in her service. “My clients are far more influential than I am, but it’s not connections that get things done; it’s compassion,” she said. With five years of prior experience as a server, she understands how to connect with people and cater to their needs deeply.
Sienna Charles holds an extensive “black book,” featuring more than 2,000 contacts in the hospitality sector, which enables India to curate exclusive travel and dining experiences for her clients. When her clients express their desires, she is skilled at interpreting their visions and bringing them to life.
While India strives to offer her clients unique and memorable experiences rather than just luxury, she often offers bespoke events. For instance, she arranged a candlelight dinner in the grandeur of Versailles and orchestrated a brunch on the Arc de Triomphe.
In addition to extraordinary dining, India seeks to connect clients with notable personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome. However, she also caters to simpler requests. When Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I’m genuinely interested in people,” India remarked, revealing that she spends her time engaging with a diverse range of individuals—from cab drivers to restaurant staff—to discover the most intriguing options for her clients. Her philosophy blends luxury with authenticity, recognizing that her clients desire more than just extravagant experiences; they seek genuine connections and memorable moments.