In 2008, Jaclyn Sienna India established Sienna Charles, a boutique travel concierge service, with a determination to succeed despite facing skepticism from those around her. Initially, when prospective clients reached out after reading about her services, India would respond by claiming she was fully booked, even though she had no clients at the time.
Fast forward sixteen years, her strategy of “faking it until making it” has proven successful. Today, her clientele includes notable figures such as former President George W. Bush and celebrity Mariah Carey. She caters to individuals with an annual income exceeding $100 million, providing experiences that go beyond what they can arrange for themselves.
India attributes her success to her passion and dedication to her clients, stating that her ability to empathize and connect with people is key to her service. She emphasizes the importance of being attentive and caring, skills she sharpened during her five years as a server before founding her business.
Sienna Charles boasts an extensive network in the hospitality sector, with a “black book” containing over 2,000 contacts, including those in luxury yachts, hotels, and high-end restaurants. This networking allows India to create bespoke travel and dining experiences for her clients, who often have specific visions of what they hope to achieve but lack the means to realize them.
India focuses on curating genuinely meaningful experiences rather than simply glamorous or exclusive offerings. For example, she prefers recommending unique dining experiences, such as Single Thread Farms over the more commonly recognized Michelin-starred restaurant, French Laundry in Napa.
Her commitment to crafting one-of-a-kind events for her clientele is apparent in her past arrangements, which include a candlelight dinner at Versailles and brunch on the Arc de Triomphe. India has also organized meals with prominent families, like the Hermes and Fendi families.
In less extravagant circumstances, her attention to detail shines through as well. When arranging a trip for Bush to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India believes in the value of authentic experiences rather than merely luxurious ones. She dedicates her time to engaging with everyone from taxi drivers to restaurant staff to discover the most interesting opportunities for her clients, highlighting that the world offers a rich tapestry of experiences beyond just the opulent.