When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she adopted the mantra of “fake it until you make it.”
In the early days, she faced skepticism, including from her husband, as they received inquiries from people interested in trips to places like Disney and New Jersey, despite her not having any actual clients. India would respond by claiming her service was fully booked for the season with high-net-worth individuals.
Fast forward sixteen years, and India’s strategy has paid off. She now serves a distinguished clientele that includes world leaders and celebrities, with her services catering to individuals earning over $100 million annually. So what sets Sienna Charles apart in the competitive travel industry?
India asserts that her success comes from genuine care and attention to her clients’ needs. Drawing from her five years of experience as a server, she understands the nuances of human interaction and prioritizes making meaningful connections.
Her extensive network—comprising over 2,000 contacts in hospitality—enables her to curate bespoke travel and dining experiences. India emphasizes her role in interpreting her clients’ desires, transforming their vague ideas into memorable experiences.
While many expect luxury, India focuses on authenticity. She prefers to recommend unique dining experiences that resonate with her clients rather than simply the most famous venues. For instance, she believes Single Thread Farms is far more noteworthy than the renowned French Laundry, which she doesn’t promote.
Her endeavors have led to exclusive events like candlelit dinners in Versailles and brunch atop the Arc de Triomphe. India also brings her clients together with influential figures, having arranged meals with high-profile families like Hermes and Fendi.
At times, her client’s requests are simpler. For instance, when former President George W. Bush visited Ethiopia, India made sure he had familiar comforts, such as peanut butter and non-alcoholic beer, and arranged for children to greet him wearing Texas Rangers caps.
India emphasizes her passion for creating authentic experiences, stating that her day involves engaging with various individuals—from cab drivers to restaurant staff—to discover unique offerings for her clients. She believes luxury isn’t the only aspect of travel; meaningful experiences encompass a broader spectrum, which is what her clients truly seek.