Jaclyn Sienna India founded her boutique travel concierge, Sienna Charles, in 2008 with a bold approach of presenting herself as established, despite starting with no clients. Initially, she often received inquiries about popular destinations like Disney and New Jersey, which she tactfully declined, claiming the business was fully booked with high-net-worth individuals, although she had no actual clients at that time.
Fast forward sixteen years, and India’s strategy has borne fruit as she now serves a clientele that includes former President George W. Bush and celebrities like Mariah Carey. Her customers typically have annual incomes exceeding $100 million, which raises the question: what unique offerings does she provide that they cannot obtain themselves?
India attributes her success to her empathetic service approach and keen attention to detail. With a background as a server, she understands the nuances of human interaction and prioritizes genuinely caring for her clients’ needs. Her extensive network includes over 2,000 contacts in the hospitality industry, ranging from yachts to luxury hotels and upscale restaurants. This enables her to craft personalized travel and dining experiences that meet her clients’ desires.
“When my clients express their goals, they often have a vision but lack the resources and creativity to achieve it,” India explained. Her ability to translate those visions into reality with remarkable precision has become one of her key strengths.
However, India’s aims extend beyond simply offering access to top-tier venues. She emphasizes that the essence of the experience matters more than the exclusivity. For instance, she chooses not to promote the famed French Laundry restaurant in Napa, suggesting that alternatives like Single Thread Farms offer more intriguing dining experiences.
Her clients enjoy tailor-made events, such as an enchanting candlelit dinner in Versailles or brunch on the Arc de Triomphe. Furthermore, she often organizes meals with influential figures, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, simplicity is key. When Bush visited Ethiopia, India ensured he had familiar comforts, such as peanut butter and non-alcoholic beer, and arranged for local children to greet him while wearing Texas Rangers baseball caps.
“I genuinely care about people,” India said, emphasizing her commitment to uncovering unique and authentic experiences for her clientele. She spends her days connecting with everyone from cab drivers to restaurant staff to find the most interesting options available, proving that luxury is not the sole focus—authenticity and personal connection are equally important.