When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she was committed to making her business a success, even if it meant pretending to be established.
India recalls how her husband doubted her ambitions, as initial calls from potential clients expressing interest in trips to places like Disney or New Jersey were met with fabricated stories about being fully booked with elite clients. Contrary to her claims, she had no clients at the time.
Fast forward sixteen years, and India has built an impressive clientele that includes high-profile figures like former President George W. Bush and celebrities such as Mariah Carey. She now serves clients who earn over $100 million annually, individuals who are accustomed to luxury. What distinguishes her services is not just access to exclusive venues, but her attentive approach.
India emphasizes that what sets her apart is her genuine care and emotional intelligence. Drawing from her experience as a server for five years before starting her business, she understands client needs beyond mere transactions. “It’s care. It’s leading from the heart,” she states.
Her extensive network, referred to as her “black book,” boasts over 2,000 industry connections, enabling her to craft unique travel and dining experiences that cater to her clients’ specific desires. She acknowledges that while her clients possess immense power and connections, they often lack the tools or creativity to realize their travel dreams. India excels at interpreting their vision and transforming it into reality.
However, India’s focus is not solely on opulence. She prioritizes delivering worthwhile experiences tailored to individual preferences. For example, she does not promote high-end restaurants just for their prestige if she believes they aren’t thrilling, as seen in her rejection of the well-known French Laundry in favor of Single Thread Farms.
Many of her arrangements are exclusive and memorable, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. She also arranges meetings with prominent figures, like having breakfast with the Hermes family and lunch with the Fendi family in Rome.
Yet, sometimes her clients’ requests are more down-to-earth. When Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, as well as a warm welcome from local children wearing Texas Rangers caps.
India’s passion for her work is evident as she engages with everyone from cab drivers to restaurant staff, seeking 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 concludes.