In 2008, Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, with the mindset to “fake it until you make it.” Initially, her husband doubted her approach as they received inquiries from people excited about plans to visit Disney or New Jersey, while she had no actual clients to speak of.
Fast forward sixteen years, and India’s strategy has borne fruit. She now services a prestigious clientele, including notable figures like former President George W. Bush and celebrity clients such as Mariah Carey. These clients, each earning over $100 million annually, typically have everything, raising the question of what India offers that they cannot arrange themselves.
India highlights the importance of care and personal connection in her business. Drawing from her past experience as a server, she understands the nuances of what makes people tick. According to her, genuine attentiveness is crucial in winning the trust of her clients.
Sienna Charles is known for a vast network of over 2,000 contacts within the hospitality sector, which includes luxury hotels, exclusive restaurants, and yacht services. This extensive relationship building allows her to curate exceptional travel and dining experiences for her clients. India emphasizes that while her clients may have high expectations, they often lack the time, tools, and creativity to realize their visions. She claims one of her key strengths is her ability to interpret their desires and turn them into reality.
However, India emphasizes that her priority is not merely to grant access to exclusive venues but to ensure the overall experience is meaningful. For instance, she opts not to promote the renowned French Laundry restaurant, despite its accolades, favoring what she finds to be more compelling experiences, such as those at Single Thread Farms in Napa Valley.
Her services often result in unique events for her clients, like a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. Additionally, she provides opportunities for meaningful interactions, such as arranging meals with influential families like the Hermes and Fendi clans.
At times, her clients have simpler requests. During a trip to Ethiopia, she made sure George W. Bush could enjoy familiar comforts, like peanut butter and non-alcoholic beer, while children greeted him wearing Texas Rangers baseball caps.
India expresses a genuine passion for helping people, spending her days engaging with everyone from taxi drivers to restaurant staff to uncover the most intriguing experiences. She believes that the essence of luxury travel encompasses more than just opulent opportunities; it is also about authentic experiences that resonate on a deeper level.