When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was focused on the mantra of “fake it until you make it.”
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Initially, India faced skepticism from those close to her, including her husband, who questioned her methods as she responded to inquiries from potential clients with claims of being fully booked with high-net-worth individuals, despite having no actual clients at the time.
Fast forward sixteen years, and India’s approach has now led her to serve an impressive roster of clients, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals with annual incomes exceeding $100 million, a clientele that typically has access to numerous resources.
India asserts that what she provides is not just access to exclusive venues but genuine care and attention. Drawing from her experience as a server, she believes understanding people’s needs and desires is crucial.
Sienna Charles boasts an extensive network of over 2,000 relationships within the hospitality sector, encompassing luxury yachts, elite hotels, and fine dining establishments. This network enables India to curate unique travel and dining experiences tailored to her clients’ visions.
She encourages clients to express their aspirations, noting that while they often envision extraordinary experiences, they may lack the time, creativity, or access to make those visions a reality. India prides herself on interpreting these desires and delivering them.
Her aim is not simply to arrange visits to extravagant locations but to ensure that her clients’ experiences are meaningful. For instance, she refrains from promoting high-profile but overrated options, such as the French Laundry restaurant in California, suggesting instead more intriguing alternatives like Single Thread Farms.
India frequently facilitates once-in-a-lifetime events for her clients, including a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. She often combines culinary experiences with opportunities to meet influential figures, such as hosting meals with the Hermes and Fendi families.
However, she also recognizes that her clients sometimes prefer simpler comforts. For example, when Bush visited Ethiopia, she ensured he had familiar foods like peanut butter and non-alcoholic beer, and arranged for local children to welcome him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India asserts, stating that her daily interactions with various individuals help her discover interesting experiences for her clients. She emphasizes that the world encompasses more than just luxury; it is about seeking authentic experiences that resonate on a deeper level.