When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she aimed to project confidence and success, even if she had no clients at the time. Early on, she would receive inquiries from potential clients who had read about her services, and she would tell them she was fully booked with high-net-worth individuals, despite it not being true.
Fast forward sixteen years, and her strategy of “fake it until you make it” has paid off. India now serves a clientele that includes high-profile individuals such as former President George W. Bush and renowned celebrities like Mariah Carey. Her services cater primarily to those earning over $100 million annually, individuals who seem to have everything they need. So, what does India offer that they cannot find on their own?
According to India, the key to her success lies in personal attention and care. With a background in serving, she understands human connection and prioritizes the experience of her clients. Her firm maintains a vast network, boasting a “black book” filled with over 2,000 contacts in the hospitality sector, which allows her to create unique and tailored travel and dining experiences.
“We help clients articulate their vision, providing the means to achieve it,” India stated, highlighting her ability to interpret their desires and deliver bespoke experiences. Unlike typical luxury offerings, India focuses on providing valuable and memorable moments rather than merely glamorous venues. For example, while she could secure reservations at the famed French Laundry restaurant, she prefers to recommend lesser-known but more intriguing options, such as Single Thread Farms.
Her creations often result in extraordinary experiences for her clients, such as a candlelight dinner at Versailles or brunch on the Arc de Triomphe. Additionally, India enjoys combining dining with personal interactions, arranging meals with influential families like the Hermès and Fendi clans.
While luxury is part of her offerings, India also recognizes when her clients desire something simpler. For instance, when she assisted Bush on a trip to Ethiopia, she made sure he had comfort items like peanut butter and non-alcoholic beer, and organized a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India emphasizes the importance of authentic experiences over mere luxury. “I genuinely care about people,” she said, noting that she engages with everyone from cab drivers to restaurant staff to uncover unique opportunities for her clients. In her view, the world encompasses far more than just opulence; it is about genuine and enriching experiences that resonate with her clientele.