When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she committed to the philosophy of “fake it until you make it.” In the initial stages, she often found herself in situations where potential clients would contact her after seeing her work, expressing interest in various travel plans. Though she had no actual clients at the time, she would tell them, “We’re really sold out this season with high-net-worth people,” presenting an image of success.
Sixteen years later, her strategy has proved successful. India now has an impressive roster of clients that includes world leaders such as former President George W. Bush and celebrities like Mariah Carey. Her clientele typically comprises individuals with annual earnings exceeding $100 million, all of whom seemingly have access to everything they desire. So, what does India offer that her clients can’t obtain on their own?
India explains that while her clients may wield significant influence, what truly drives results is personal attention and care. Drawing from her background as a server, she understands the importance of connecting with people and paying attention to their needs.
Sienna Charles maintains extensive connections within the hospitality industry, boasting a “black book” filled with over 2,000 contacts across luxury hotels, exclusive restaurants, and charter services. This network enables her to craft bespoke travel and culinary experiences for her clients.
According to India, her clients share their aspirations with her, but often lack the resources or creativity to achieve them. She prides herself on her ability to grasp their vision with minimal input and then deliver that experience.
Her focus isn’t solely on exclusivity; rather, she ensures that the experiences are genuinely enriching. For instance, she does not promote the three-Michelin star restaurant French Laundry in Napa, believing that alternatives, like Single Thread Farms, offer more unique experiences.
India’s offerings often include one-of-a-kind events, such as arranging a candlelight dinner in Versailles or brunch on the Arc de Triomphe. She also combines culinary experiences with encounters with influential figures, having organized breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients seek simpler comforts. During one trip to Ethiopia with Bush, she ensured he had peanut butter and non-alcoholic beer available, along with a warm welcome from children wearing Texas Rangers caps.
India emphasizes her genuine care for people. She engages with everyone, from taxi drivers to restaurant staff, to seek out the most unique experiences for her clients. Her philosophy is rooted in the belief that true experiences encompass more than just luxury; they must also be authentic and meaningful.