In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with the mindset of “fake it until you make it.” Initially, India faced skepticism, even from her husband, as she took calls from potential clients expressing interest in trips despite having no actual customers.
Now, 16 years later, India’s strategy has proven successful. She has built a roster that includes former President George W. Bush and celebrity clients like Mariah Carey, all of whom have annual earnings exceeding $100 million. The question arises: what unique offerings does India provide to ultra-high-net-worth individuals?
India believes that even though her clients wield significant power and connections, what truly matters in her line of work is genuine care and attentiveness. Drawing from her previous experience as a server, she emphasizes the importance of understanding people and nurturing relationships.
Sienna Charles is reputed for its extensive network, boasting over 2,000 contacts within the hospitality sector, encompassing yachts, hotels, and exclusive dining experiences. This network allows India to personalize travel plans and dining experiences for her clients.
Her goal is not just to secure entry into high-end venues but to ensure that the experiences she curates are meaningful. India is selective with her recommendations, choosing unique experiences over traditional luxury. For instance, she prefers Single Thread Farms over the more famous French Laundry, stating that she’s always in pursuit of the more captivating options.
India’s bespoke services have led to extraordinary experiences, such as arranging a candlelight dinner in Versailles and brunch on the Arc de Triomphe. She also aims to blend personal connections with exceptional meals, having organized breakfasts with prominent families like Hermes and Fendi.
At times, her clients request simpler comforts, as seen when she arranged for President Bush to have familiar foods during his visit to Ethiopia, ensuring he had peanut butter and non-alcoholic beer waiting for him.
“My genuine care for people drives me,” India explains. She makes it a point to engage with everyone around her to discover authentic experiences, proving that luxury is not merely about opulence but encompasses a broader spectrum of meaningful encounters.