When Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008, she adopted a strategy of projecting confidence despite having no clients at the time. Reflecting on those early days, India recalls how her husband doubted her endeavors while they received inquiries from potential clients regarding travel plans. “I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’” she shared with Business Insider, despite having no actual clients.
Fast forward 16 years, and India’s approach has significantly paid off. She now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, catering exclusively to those with annual earnings exceeding $100 million. India emphasizes that her unique service lies in providing what her clients cannot obtain on their own.
Her philosophy centers around genuine care and attention to detail, qualities developed during her five years as a server before launching her business. “I understand what makes people tick. Paying attention and caring about those people is paramount,” she stated.
Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, including connections to upscale hotels, yachts, and elite restaurants. This relationship-building prowess enables her to curate exceptional travel and dining experiences tailored to her clients’ desires.
“My clients are highly influential and connected, but that doesn’t always lead to what they want. It’s about care and understanding,” India remarked. She highlighted her ability to grasp her clients’ visions swiftly and effectively, turning limited descriptions into extraordinary experiences.
India prioritizes delivering authentic experiences over simply booking exclusive venues. She critiques overly hyped destinations, revealing that while she could secure a reservation at the prestigious French Laundry restaurant, she believes that the nearby Single Thread Farms offers a more enriching culinary experience.
Her knack for crafting distinctive events is evident in past arrangements, such as a candlelit dinner at Versailles and brunch atop the Arc de Triomphe. India also emphasizes the importance of pairing meals with meaningful encounters, recalling experiences like breakfast with the Hermes family and lunch with the Fendi family in Rome.
However, sometimes her clients seek simpler comforts. For instance, when Bush traveled to Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India asserts. Her daily routine involves connecting with everyone from cab drivers to restaurant staff, all in pursuit of authentic experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients seek genuine moments.”