When Jaclyn Sienna India established her luxury travel concierge business, Sienna Charles, in 2008, she aimed to project confidence despite having no clients. Initially, her husband doubted her plans as they received inquiries from potential customers who had seen articles about her services. India would respond that her business was fully booked with high-net-worth clients, although she had none at the time.
Fast forward to 2023, and India’s strategy of “faking it until you make it” has proven successful. Today, her clientele includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals earning over $100 million annually, who often possess considerable resources. So, what sets India apart in a competitive field?
According to India, the key lies in care and personal connection. She spent five years working in the service industry and emphasizes the importance of understanding her clients and their needs. With a robust network of over 2,000 relationships within the hospitality sector, India excels at crafting unique travel and dining experiences tailored to her clients’ desires.
India acknowledges the challenges faced by her clients, who, despite their power and connections, may lack the time or creativity to realize their travel visions. She prides herself on her ability to comprehend her clients’ aspirations swiftly and deliver exceptional experiences.
Her service goes beyond simply booking prestigious venues; she strives to ensure her clients have meaningful experiences. For instance, she does not promote highly praised restaurants like the French Laundry, believing other dining options, like Single Thread Farms, offer more intrigue.
India’s meticulous planning has led to extraordinary events, including a candlelit dinner at Versailles and brunch on the Arc de Triomphe. She also believes in combining exceptional meals with encounters with influential individuals, having arranged personal meals with members of the Hermes and Fendi families.
At times, her clients desire more down-to-earth comforts. When Bush visited Ethiopia, India arranged for his favorite peanut butter and non-alcoholic beer, along with a warm welcome from local children sporting Texas Rangers caps.
India emphasizes her commitment to authentically caring for people. Her daily interactions with various individuals, from taxi drivers to restaurant staff, help her uncover unique experiences that go beyond luxury, reflecting her clients’ desires for genuine moments.