When Jaclyn Sienna India launched Sienna Charles, her upscale travel concierge service, in 2008, she committed to the idea of “faking it until making it.” At the time, she often found herself in conversations where people mentioned they had seen her work, expressing interest in trips to Disney or weekends in New Jersey, all while she had no actual clients.
Fast forward sixteen years, and India’s strategy has proven successful. Today, she counts prominent figures like former President George W. Bush and celebrities such as Mariah Carey among her clientele, which consists of individuals earning over $100 million annually. So, what unique offerings does India provide that these affluent clients can’t find themselves?
According to India, the essence lies in care and personal connection. Drawing from her experience as a server for five years prior to founding her business, she understands the importance of empathizing with her clients and creating meaningful connections. “It’s leading from the heart,” she emphasizes.
Sienna Charles is well-known for its extensive network, with a “black book” containing more than 2,000 contacts in the hospitality sector, which includes exclusive access to yachts, hotels, and fine dining establishments. India’s ability to foster these relationships has allowed her to curate exceptional travel and dining experiences tailored to her clients’ wishes.
“My clients articulate their aspirations; they envision what they want but often lack the resources or connections to realize it,” India explains. “One of my strengths is grasping that vision quickly and making it a reality for them.”
Her approach is not solely about access to luxurious destinations; it’s about ensuring that the overall experience is authentic and valuable. For instance, while some might consider the famed French Laundry in Napa a culinary pinnacle, India is selective about her recommendations, favoring venues that resonate more with her clients’ tastes, like the less conventional yet intriguing Single Thread Farms.
India aims to deliver unique, bespoke experiences for her clients. She has orchestrated candlelight dinners in Versailles and brunches atop the Arc de Triomphe. Moreover, she often combines meals with opportunities to meet influential personalities, such as arranging a breakfast with the Hermes family or lunch with the Fendi family in Rome.
Even simple comforts matter to her clients; for one of Bush’s trips to Ethiopia, she made sure he had peanut butter and non-alcoholic beer waiting for him, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India states. She dedicates her time to conversations with everyone from cab drivers to restaurant staff to uncover the most captivating options for her clients. “The world is not just luxury; it’s not merely about lavish experiences. It encompasses everything, and my clients seek authentic encounters.”