When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she adopted the philosophy of “fake it until you make it.”
Reflecting on the early days, she recalled her husband’s skepticism as they received inquiries from potential clients saying they had read about her services. “We’re really sold out this season with high-net-worth people,” was her response, despite not having any clients at the time.
Fast forward 16 years, and India’s approach has proven successful; she now counts several world leaders, including former President George W. Bush, and celebrities like Mariah Carey among her clients. Her services cater to individuals earning over $100 million annually, individuals who often have everything they desire. So, what does India offer that her clients cannot achieve on their own?
According to India, the key lies in genuine care and empathy. “My clients are more powerful than me; they know numerous people. But that’s not what facilitates outcomes. It’s about care and leading from the heart,” she stated. Having spent five years as a server, she learned the importance of understanding people’s needs, and she emphasizes that attentiveness and care are vital.
Sienna Charles boasts an extensive “black book” with over 2,000 industry contacts, encompassing yachts, hotels, and upscale restaurants. This network allows India to create unique travel and culinary experiences for her clients.
“My clients articulate their goals, as they already have a vision. They just lack the tools, time, access, and creativity to realize it,” she noted. India believes one of her strengths is interpreting their vision with limited information and executing it effectively.
While securing access to prestigious venues is part of her role, India prioritizes ensuring that her clients’ experiences are truly rewarding. For instance, she does not promote the famed French Laundry in Napa, deeming it less exciting than the offerings at Single Thread Farms nearby.
India strives to deliver personalized experiences rather than just luxurious ones. She has arranged extraordinary events, such as a candlelight dinner in Versailles and brunch on the Arc de Triomphe. Additionally, she often combines meals with opportunities to meet influential figures, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are simpler. For example, she catered to Bush during his trip to Ethiopia by ensuring he had familiar comforts like peanut butter and non-alcoholic beer, alongside welcoming him with children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India expressed, noting that she engages with everyone from cab drivers to restaurant staff to discover the most intriguing options for her clients. “Luxury isn’t everything; it’s about authentic experiences,” she concluded.