In 2008, Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, with the mindset of “faking it until making it.” Initially, she faced skepticism, even from her husband, as she handled inquiries from prospective clients without having any on her roster. “People would call saying, ‘Oh, I saw your article. I’d love to go to Disney,’ or, ‘We’re going to New Jersey for the weekend,’” she recounted. At the time, she had no clients to speak of, yet she marketed her services as fully booked with high-net-worth individuals.
Fast forward sixteen years, and India’s strategy has proven successful. She now caters to an elite clientele, including notable figures like former President George W. Bush and celebrities such as Mariah Carey. Her services are tailored for individuals earning over $100 million annually, a demographic that typically has access to the finest resources. So, what sets her apart in a world where her clients seemingly have it all?
India believes the key to her success lies in genuine care and emotional intelligence. “My clients are way more powerful than me; they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she explained, drawing on her previous experience as a server for five years. This understanding of human connection allows her to meet her clients’ needs effectively.
Sienna Charles features an impressive network of over 2,000 contacts within the hospitality industry, encompassing luxury yachts, top-tier hotels, and fine dining establishments. This extensive network empowers India to offer exclusive travel and dining experiences designed specifically for her clientele.
“My clients articulate their visions, but they often lack the tools, time, access, and creativity to realize them,” India stated. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them.”
Her services go beyond simply securing access to glamorous venues; India is committed to ensuring that each experience is meaningful and enriching. She does not blindly promote high-profile locations. For instance, she opted not to offer reservations at the acclaimed French Laundry restaurant, believing that a meal at Single Thread Farms nearby provides a more engaging experience.
India focuses on curating unique experiences, including arranging a candlelight dinner at Versailles and brunch on the Arc de Triomphe. Additionally, she connects her clients with influential figures, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients request more straightforward comforts. While planning for Bush’s trip to Ethiopia, she accommodated his preference for peanut butter and non-alcoholic beer. He was also welcomed by a group of children in Texas Rangers caps.
“I genuinely care about people,” India emphasized. She actively engages with individuals from various walks of life, from cab drivers to restaurant staff, to unearth the most intriguing options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”