Jaclyn Sienna India, the founder of the luxury travel concierge Sienna Charles, started her business in 2008 with the mantra of “fake it until you make it.” In the early days, she had no clients but would field inquiries from individuals interested in exclusive experiences. To those who reached out, she often claimed to be fully booked with high-net-worth individuals.
Fast forward 16 years, and her strategy has proven successful. India now serves a distinguished clientele that includes global leaders and celebrities, all of whom generate over $100 million annually. So what unique value does she bring to her clients?
India highlights the importance of empathy and genuine care in her approach. Drawing on her five years of experience as a server, she understands the nuances of what makes people happy and thrives on personal connections. Sienna Charles is backed by a “black book” comprising over 2,000 contacts within the hospitality sector, which enables her to create bespoke travel and dining experiences.
Understanding her clients’ desires quickly allows India to facilitate extraordinary experiences. She emphasizes that while her services include access to exclusive locations, her priority is to ensure that the experiences are truly meaningful. For example, while she has the capability to book a meal at the prestigious French Laundry, she prefers to recommend alternatives she finds more compelling, like Single Thread Farms.
Her exceptional service has included orchestrating exclusive events, such as candlelit dinners at Versailles and brunch on the Arc de Triomphe. India also curates meals that intersect with influential figures, having arranged breakfast with the Hermes family and lunch with the Fendi family in Rome.
At times, her clients seek comfort in simplicity. When former President George W. Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
India’s dedication to her clients stems from a deep-seated passion for genuine human connection. She emphasizes that her daily interactions, from cab drivers to restaurant staff, help her discover authentic experiences for her clientele. For her, the world is about more than just luxury; it’s about creating memorable and authentic moments.