When Jaclyn Sienna India launched Sienna Charles, her exclusive travel concierge service, in 2008, she was focused on projecting confidence and reliability, despite not having a client base. Initially, inquiries would come in from potential clients mentioning her articles, and she found herself claiming that her services were fully booked with wealthy individuals, even though she had none.
Fast forward sixteen years, and her strategy of “faking it until she makes it” has proven to be successful. India now counts influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clients. Her services cater to those whose annual earnings exceed $100 million, meaning she serves clients who already lead opulent lives. So what unique offerings does India provide that her clients cannot arrange for themselves?
According to India, while her clients possess immense power and connections, true effectiveness comes from genuine care and heartfelt service. Having spent five years as a server before starting her business, she believes that understanding customer needs and caring deeply about their experiences is essential.
Sienna Charles boasts an extensive network that includes over 2,000 contacts in the hospitality sector, encompassing luxury yachts, hotels, and fine dining establishments. This network allows India to curate exceptional travel and dining experiences for her clientele.
India emphasizes that her clients often have a vision for their experiences but may lack the necessary tools, time, or creativity to achieve it. “One of my gifts has been understanding that vision with only a few words and then delivering that to them,” she says.
Her mission goes beyond simply securing access to glamorous venues; she strives to ensure that the overall experience is worth the effort. For instance, despite the allure of the three-Michelin star restaurant French Laundry, India chooses to recommend a more intriguing option, Single Thread Farms.
India is dedicated to tailoring exceptional, unique experiences for her clients. She once arranged a candlelight dinner in Versailles and had one client enjoy brunch atop the Arc de Triomphe. Additionally, she often creates opportunities for her clients to dine with notable figures, like having breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients request something simpler, as was the case when she ensured that President Bush had his favorite peanut butter and non-alcoholic beer during his trip to Ethiopia, where he was welcomed by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India explains. She takes the time to engage with everyone from cab drivers to restaurant staff to uncover the most unique options 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.”