Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008 with the mindset of “fake it until you make it”. At the beginning, she faced skepticism, even from her husband, as she received inquiries from potential clients about trips while she had no customers to serve.
Fast forward sixteen years, India’s strategy has proved successful. She now serves high-profile figures, including former U.S. President George W. Bush and celebrity clients like Mariah Carey. Her clientele consists of individuals earning over $100 million annually, who often have access to everything they desire. So, what sets India apart in her services?
According to India, “It’s care. It’s leading from the heart.” Drawing from her five years of experience as a server, she focuses on understanding her clients’ needs deeply. Sienna Charles has cultivated a vast network of over 2,000 contacts within the hospitality industry, allowing India to create bespoke travel and dining experiences tailored to her clients’ wishes.
India emphasizes her ability to comprehend her clients’ visions effortlessly and to bring them to life. While she often provides access to exclusive venues, her main goal is to ensure that each experience is genuinely memorable rather than just luxurious.
For instance, she believes that high-profile restaurants may not always be the best choice. India pointed out that while California’s three-Michelin-star restaurant, French Laundry, is famous, she prefers to recommend places that offer unique experiences, such as Single Thread Farms.
Her services include arranging extraordinary events, like a candlelit dinner in the Palace of Versailles or brunch atop the Arc de Triomphe. India also prioritizes enriching experiences by connecting clients with influential personalities, such as organizing meals with the Hermes or Fendi families.
However, she acknowledges that sometimes her clients seek simpler comforts. For example, when Bush traveled to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a special welcome from local children wearing Texas Rangers caps.
Ultimately, India’s approach centers around genuine care and understanding. She engages with a variety of people throughout her day, from cab drivers to restaurant staff, which helps her uncover authentic experiences that extend beyond mere luxury.