When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she set out with the mindset of “fake it until you make it.” Initially, she faced skepticism, even from her husband, as she often received inquiries from potential clients excited about travel plans, despite having no actual clients to book for.
Now, 16 years later, India’s strategy has proven successful. She has built a clientele that includes influential figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater exclusively to individuals earning over $100 million annually, clients who often have access to everything yet seek a unique experience.
India emphasizes that the key to her success lies in genuine care and attention. “My clients are way more powerful than me, but that’s not what gets things done. It’s care. It’s leading from the heart,” she explains, drawing on her background as a server which gave her insight into customer needs.
Her company boasts an extensive network, or “black book,” featuring over 2,000 contacts in the hospitality sector, which allows her to craft exclusive travel and dining experiences. She listens closely to her clients’ desires, translating their vague aspirations into remarkable realities.
While she has access to the most sought-after venues, India’s priority is ensuring that the experiences she organizes are meaningful. For instance, she chooses not to promote a top-tier restaurant simply for its accolades if she doesn’t find it thrilling. In her view, lesser-known yet engaging venues hold greater value.
India prides herself on providing bespoke experiences, often organizing unique events such as a candlelit dinner in Versailles or brunch atop the Arc de Triomphe. She also connects clients to notable personalities, having arranged meals with famous families like Hermes and Fendi.
Occasionally, straightforward comforts are what her clients desire. For Bush’s trip to Ethiopia, she made sure he had familiar snacks like peanut butter and non-alcoholic beer, with children welcoming him in Texas Rangers caps.
“I genuinely care about people,” India says, highlighting her extensive conversations with various individuals, from cab drivers to restaurant staff, to discover the best experiences for her clients. Her mission transcends mere luxury; she strives for authenticity in every encounter.