When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she committed to the principle of “fake it until you make it.” Initially struggling to build her clientele, India often found herself taking calls from potential clients interested in trips to popular destinations, even though she had no actual clients to serve.
Fast forward sixteen years, and India’s strategy has proven effective. Today, she counts numerous high-profile clients among her roster, including former President George W. Bush and pop star Mariah Carey. Sienna Charles caters to individuals whose annual incomes exceed $100 million, and India’s approach goes beyond merely offering lavish options.
India emphasizes that her clients possess great resources and connections, yet achieving their desires often requires a different kind of support—empathy and personal attention. Drawing from her previous experience as a server, she emphasizes the importance of understanding her clients’ needs and establishing meaningful connections.
Sienna Charles has cultivated a network of more than 2,000 relationships within the hospitality sector, spanning luxury hotels, yachts, and upscale dining establishments. This extensive network allows India to create unique experiences for her clientele, catering to their desires with precision.
She articulates her role as one of realization; her clients may have a vision for their experiences but lack the means to execute it. India’s talent lies in translating that vision into reality, understanding her clients’ desires through brief conversations.
Her service philosophy prioritizes offering genuinely valuable experiences rather than simply securing entry into prestigious venues. For instance, India has eschewed recommending high-profile locations, such as the culinary renowned French Laundry, in favor of what she finds to be more intriguing options.
The bespoke experiences she curates range from intimate dinners in iconic locations, like candlelight meals in Versailles, to unique brunches atop the Arc de Triomphe. She often seeks to arrange meals alongside interactions with notable figures, facilitating breakfast with the Hermes family or lunch with the Fendi family for her clients.
India also understands that sometimes her clients seek comfort in familiarity. For instance, when arranging a trip for Bush to Ethiopia, she ensured he had access to peanut butter and non-alcoholic beer to evoke a sense of home. The former president was also welcomed by local children wearing Texas Rangers baseball caps.
“My genuine care for people defines my approach,” India states. She constantly communicates with individuals from all walks of life, from drivers to restaurant staff, to uncover the most enriching experiences. Her belief is that the world encompasses more than just luxury; it’s about providing authentic experiences that resonate with her clients.