From Skepticism to Success: The Rise of Luxury Concierge Jaclyn Sienna India

In 2008, Jaclyn Sienna India launched Sienna Charles, a luxury travel concierge, with the intention of “faking it until making it.” Initially, she faced skepticism, including from her husband, as she fielded inquiries from potential clients about popular destinations without having any actual clientele to serve.

Fast forward sixteen years, India’s approach has yielded impressive results. Her roster now includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey, catering to clients who earn over $100 million annually. She has developed a unique offering, focusing not just on the luxury experience but also on the personal connections and care she provides.

“My clients are often more influential than I am, but that doesn’t drive success. It’s all about care and understanding,” India noted, drawing on her experience as a server prior to starting her business. She emphasizes the importance of attention and empathy in creating memorable experiences.

India has built a comprehensive network, her “black book” containing over 2,000 contacts within the hospitality sector, including high-end restaurants, hotels, and yacht services. This extensive network allows her to curate distinctive travel and dining experiences for her clients.

“Clients articulate their desires, and I translate that vision into actual experiences,” she explained. While she recognizes the allure of exclusive venues, she prioritizes genuine value over mere luxury. For example, although she can arrange reservations at high-end restaurants, like the famed French Laundry, she often opts for less conventional options that provide richer experiences.

One of her standout arrangements included a candlelight dinner in Versailles, while another involved brunch atop the Arc de Triomphe. Additionally, she often integrates meetings with noteworthy personalities into her clients’ experiences, having organized meals with members of the Hermes and Fendi families.

India also caters to simple comforts, such as providing former President Bush with peanut butter and non-alcoholic beer during his travels, while ensuring he was welcomed by local children wearing Texas Rangers caps.

“I genuinely care about people,” she stated, highlighting her dedication to connecting with everyone she meets—from cab drivers to restaurant staff—to find unique opportunities for her clients. Her philosophy embraces the idea that the world offers more than just luxury; it is rich with authentic experiences that her clients deeply desire.

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