In 2008, Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, with a mantra of “fake it until you make it.” Initially, she faced skepticism, including from her husband, as she fielded calls from potential clients while lacking any actual clientele. She would respond to inquiries about trips to destinations like Disney or New Jersey by claiming that her services were fully booked for high-net-worth patrons.
Fast forward sixteen years, and her strategy has proven successful, attracting an impressive roster of clients that includes global leaders and celebrities such as former President George W. Bush and Mariah Carey. The clientele she caters to boasts annual earnings exceeding $100 million, a demographic that seemingly has access to everything. So, what unique offerings does India provide?
According to India, the difference lies in her personal touch and genuine care for her clients. With five years of experience as a server prior to launching her business, she possesses a keen understanding of what drives people. “Paying attention and caring about those people is paramount,” she emphasizes.
Sienna Charles has cultivated a vast network comprising more than 2,000 connections within the hospitality sector, covering everything from luxury yachts to top-tier hotels and restaurants. These relationships empower India to craft distinctive travel and dining experiences tailored to her clients’ desires.
“My clients articulate their visions, but often lack the resources and creativity to realize them,” India explains. “I have the ability to grasp that vision from just a few words and turn it into reality.”
Her primary goal is to ensure clients enjoy truly meaningful experiences rather than just glamorous or exclusive venues. For instance, she does not promote renowned restaurants like the French Laundry in California, believing that establishments like Single Thread Farms offer a more intriguing dining experience.
India often creates unique events for her clients, such as organizing a candlelight dinner at Versailles or brunch atop the Arc de Triomphe. Additionally, she likes to intertwine meals with opportunities to meet influential figures, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes the preferences of her clients lean towards simplicity. During a trip to Ethiopia, she ensured that former President Bush had access to familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children sporting Texas Rangers baseball caps.
“I genuinely care about people,” India states. Her daily interactions span a wide range of individuals, from cab drivers to restaurant staff, all in pursuit of the best options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients crave authentic experiences.”