When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, she adopted a “fake it till you make it” approach. Initially, she faced skepticism, including from her husband, as she fielded calls from potential clients expressing interest in trips to popular destinations, despite having no actual customers at the time.
Fast forward sixteen years, and India’s strategy has paid off handsomely. She now counts numerous influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clientele, which consists of individuals earning over $100 million annually. So, what sets her offerings apart in a market saturated with well-off travelers?
India emphasizes that her clients, while powerful and connected, lack the personal touches she provides. Drawing from her experience as a server, she highlights the importance of understanding people and fostering genuine connections. “Care” is her secret ingredient to success, facilitating memorable experiences that resonate deeply with her clients.
Sienna Charles is supported by a vast network of over 2,000 relationships within the hospitality sector, including yachts, hotels, and high-end restaurants. This network enables her to craft distinctive travel and dining experiences tailored to her clients’ desires.
Clients often share their visions for experiences they wish to achieve, and India has a knack for translating those ideas into reality. She skillfully navigates the planning process, providing access and creativity that her clientele may lack.
While many assume her services are all about luxury, India’s priority lies in creating meaningful and authentic experiences. For example, she chooses not to offer reservations at the renowned three-Michelin star restaurant French Laundry, instead favoring unique culinary experiences like those at Single Thread Farms.
India’s distinct offerings often include bespoke events, such as a candlelit dinner at Versailles or brunch on the Arc de Triomphe. She also curates opportunities for her clients to connect with notable figures, organizing breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients seek simpler comforts. When Bush visited Ethiopia, India ensured he had familiar items like peanut butter and non-alcoholic beer waiting for him, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India explains, noting that she engages with everyone she meets throughout the day, from taxi drivers to restaurant staff, to uncover unique experiences for her clients. Her approach highlights that the world of travel is about much more than mere luxury; it encompasses authentic and enriching experiences.