When Jaclyn Sienna India launched her boutique travel concierge service, Sienna Charles, in 2008, she aimed to project success. Initially, she faced skepticism, especially from her husband, as she fielded inquiries from potential clients, claiming her services were fully booked for wealthy clientele, despite having no clients at that time.
Fast forward sixteen years, and India has transformed her initial bravado into a successful business, attracting numerous high-profile clients, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele consists of individuals earning over $100 million per year, so her offerings must stand out against what they can achieve independently.
India emphasizes that the key to her success is genuine care and a focus on understanding her clients’ needs. Drawing from her previous experience as a server, she recognizes the importance of connections and attentiveness in building relationships. With a network of over 2,000 contacts in the hospitality sector, including luxury hotels, restaurants, and yacht services, she has the resources to create bespoke travel experiences.
She explains that her clients often communicate their visions, but may lack the means or creativity to realize them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she says.
India’s goal is to create meaningful experiences rather than simply providing access to upscale venues. For instance, she chooses not to promote high-end restaurants like the French Laundry, finding more value in unique dining experiences such as those at Single Thread Farms.
Her services sometimes include arranging exclusive experiences, such as a candlelight dinner at Versailles or brunch on the Arc de Triomphe. Other times, clients seek more basic comforts; for example, when President Bush visited Ethiopia, she made sure he had his favorite peanut butter and non-alcoholic beer, and arranged for local children to welcome him wearing Texas Rangers caps.
Ultimately, India believes in the importance of authentic experiences. She engages with various individuals, from cab drivers to restaurant staff, to discover exciting options for her clients beyond mere luxury. She states, “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”