Jaclyn Sienna India launched Sienna Charles, her travel concierge business, in 2008 with a commitment to “fake it until you make it.” Initially, she faced skepticism from her husband as they received inquiries about travel services, despite having no clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now caters to a high-profile clientele, including former President George W. Bush and superstar Mariah Carey. Her focus is on wealthy individuals earning over $100 million a year—those who, despite their fortune, seek unique experiences that go beyond mere access.
India emphasizes that her strength lies in genuine care and understanding of her clients’ needs. Drawing on her experience as a server, she is adept at recognizing what resonates with people, stating, “Paying attention and caring about those people is paramount.”
Her extensive network, known as a “black book,” encompasses over 2,000 contacts in the hospitality sector, providing her clients with exclusive travel and dining opportunities. She believes her ability to grasp their desires swiftly and deliver memorable experiences sets her apart.
While securing access to renowned venues is part of her job, India prioritizes authenticity over luxury. For instance, she avoids recommending high-profile places she deems overrated, such as the French Laundry, in favor of more unique options like Single Thread Farms.
Her offerings often include extraordinary experiences; she once coordinated a candlelit dinner in Versailles and a brunch on the Arc de Triomphe. India also emphasizes blending culinary experiences with encounters with influential personalities, such as arranging meals with the Hermes and Fendi families.
Sometimes, her services cater to simpler comforts. For example, during Bush’s trip to Ethiopia, she ensured he had familiar tastes like peanut butter and non-alcoholic beer, along with a warm welcome from local children.
“I’m genuinely invested in people,” India says, highlighting her dedication to discovering authentic experiences for her clients by engaging with everyone she meets throughout her day. She believes that everything from luxury to everyday experiences contributes to the richness of life, and her clients seek that authenticity.