When Jaclyn Sienna India launched her upscale travel concierge service, Sienna Charles, in 2008, she relied on a strategy of projecting success before it materialized.
Initially, her husband doubted her ambitions as they received inquiries from eager customers. “People would call and say, ‘I saw your article. I’d love to go to Disney,’ or, ‘We’re going to New Jersey for the weekend,’” India recalled. “And I would respond, ‘I’m sorry, but we’re really busy and fully booked this season with high-net-worth clients.’ The truth was, I had no clients.”
Fast forward sixteen years, and India’s initial strategy has blossomed into a thriving business. She now serves a roster of high-profile clients, including former U.S. President George W. Bush and singer Mariah Carey, catering exclusively to those with annual earnings exceeding $100 million. What sets her apart in a landscape where her clients could secure any experience themselves?
According to India, it’s the personal touch. “My clients are incredibly influential and know many people, but that alone doesn’t get things done. It’s about care and leadership from the heart,” she states. Her background as a server for five years has honed her understanding of human behavior, which she considers essential to her success.
Sienna Charles features an extensive network, or “black book,” of over 2,000 contacts in the hospitality sector, including luxury hotels, yachts, and top-tier dining establishments. This network not only facilitates connections but also allows India to craft bespoke travel and dining adventures for her clients.
She notes, “[My clients] articulate their vision, but they often lack the tools, time, access, and creativity to bring it to life. One of my strengths is grasping their vision with just a few words and then delivering it.”
While securing exclusive access to premier venues is part of her job, India prioritizes the authenticity of the experience. For instance, she chooses not to promote the renowned three-Michelin-star French Laundry because she considers alternatives, like Single Thread Farms nearby, to be more engaging.
Her commitment to personalized experiences is evident through her impressive arrangements, such as organizing a candlelit dinner in Versailles or brunch on the Arc de Triomphe. Moreover, she often combines dining with interactions with notable figures, having facilitated meals with the Hermes and Fendi families.
At times, her clients request simpler comforts. When Bush visited Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer, along with a warm reception from children wearing Texas Rangers caps.
India emphasizes her dedication to authenticity and genuine connections, explaining, “I truly care about people. I spend my days communicating with everyone from cab drivers to restaurant staff to uncover the most intriguing options for my clients. The world encompasses more than luxury; it’s about real experiences, and that’s what my clients seek.”