When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she aimed to create a successful business despite her lack of initial clients.
Reflecting on her early days, India shared that her husband doubted her venture as they received calls from prospective clients who had seen her articles, expressing interest in trips to destinations like Disney or New Jersey. She often responded by claiming her services were fully booked with high-net-worth individuals, even though she had no clients at the time.
Fast forward sixteen years, and her strategy has paid off. India now caters to an elite clientele that includes world leaders and celebrities, such as former President George W. Bush and pop icon Mariah Carey, all earning over $100 million annually. The question arises: what unique offerings does India provide that her wealthy clients cannot access themselves?
She attributes her success to understanding the importance of genuine care in her business. “My clients are way more powerful than me; they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” India explained. Having worked as a server for five years before founding her company, she emphasizes her ability to understand her clients’ needs deeply.
Sienna Charles has amassed a “black book” of over 2,000 contacts in the hospitality sector, including luxury hotels, yachts, and fine dining establishments. This extensive network enables India to curate exclusive travel and dining experiences tailored to her clients’ desires.
“My clients explain what they want to achieve; they see the vision but lack the tools, time, access, and creativity to realize it,” India stated. “One of my gifts has been understanding that vision with only a few words and then delivering it to them.”
While she emphasizes creating unique and personal experiences over simply providing luxury, the events she orchestrates often stand out. Notable experiences include a candlelight dinner in Versailles and brunch atop the Arc de Triomphe.
India also seeks to combine meal experiences with influential personalities, having organized breakfasts with members of the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients’ needs are more straightforward. For instance, when Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, alongside a warm welcome from local children donning Texas Rangers caps.
“I genuinely care about people,” India affirmed. She is dedicated to exploring everything from casual conversations with her cab drivers to interactions with restaurant staff in search 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 want authentic experiences.”