Jaclyn Sienna India, the founder of the luxury travel concierge Sienna Charles, began her business in 2008 with a determination to project success despite having no clients. “My husband thought I was the dumbest person in the world because we would get calls from people saying, ‘Oh, I saw your article. I’d love to go to Disney,’ or, ‘We’re going to New Jersey for the weekend,’” she shared. “And I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.’ But I had no clients.”
Now, 16 years later, India’s strategy of “faking it” has proven successful. Her clientele includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey, all of whom earn over $100 million annually. So, what distinct services does India offer that her affluent clients can’t manage themselves?
India believes that effective service is about care and personal attention. “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,” she explains. Having spent five years as a server, she emphasizes the importance of understanding and genuinely caring for people.
Sienna Charles boasts a “black book” with over 2,000 contacts across the hospitality sector, including yachts, hotels, and fine dining establishments. This extensive network allows her to curate unique travel experiences tailored to her clients’ visions. “They just don’t have the tools, the time, the access, and the creativity to be able to fulfill that,” India noted, emphasizing her ability to grasp her clients’ desires and deliver customized experiences.
India prioritizes not just luxury, but meaningful experiences. For instance, she expresses a personal preference against recommending French Laundry, a prestigious restaurant, in favor of more unique offerings like Single Thread Farms. Notably, her services can include extraordinary events, such as a candlelight dinner in Versailles or brunch on the Arc de Triomphe.
Her efforts also extend to pairing meals with influential personalities, evidenced by arrangements like breakfasts with the Hermes family and lunches with the Fendi family in Rome. However, sometimes her clients have simpler requests. When President Bush visited Ethiopia, she ensured he felt at home with familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children in Texas Rangers caps.
India’s philosophy revolves around authentic experiences, saying, “The world is not just luxury. The world is not just fancy experiences. It’s everything.” She devotes her time to connecting with various individuals, from cab drivers to restaurant staff, to discover exciting options for her clients.