Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008 with a mission to find success by projecting confidence, despite having no clients initially. “My husband thought I was the dumbest person in the world,” she recalled, explaining how she would receive inquiries from potential clients about exclusive trips, only to inform them that she was fully booked for the season.
Fast forward sixteen years, India’s gamble has paid off as she now counts numerous influential figures, including former President George W. Bush and pop icon Mariah Carey, among her clientele. These clients typically earn over $100 million annually, leading to the question of what unique offerings India provides that they can’t access themselves.
India believes that the key to her success lies in genuine care and heartfelt connections. Drawing on her prior experience as a server, she emphasizes the importance of understanding people’s needs and creating personalized experiences. Sienna Charles features an extensive network within the hospitality industry, boasting over 2,000 connections, which enables India to craft exclusive travel and dining experiences.
“My clients have the vision but lack the tools, time, and access to make it happen,” she said, highlighting her talent for understanding and fulfilling their desires with minimal guidance.
However, India’s aim isn’t just to secure reservations at exclusive venues but to ensure that the experiences are meaningful. For instance, while some might rave about the three-Michelin-star French Laundry in Napa, she opts to highlight what she sees as more exciting alternatives, such as Single Thread Farms.
Her approach often results in unique and memorable events. Past arrangements have included a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she often combines meals with opportunities to meet notable figures, such as the Hermes and Fendi families.
Sometimes, her clients’ requests are more straightforward. For Bush’s trip to Ethiopia, she ensured he had familiar comforts, including peanut butter and non-alcoholic beer, and arranged a warm welcome with local children wearing Texas Rangers caps.
“I genuinely care about people,” India stated, showcasing her commitment to exploring various options, from conversations with cab drivers to engaging with restaurant staff, to unearth authentic experiences for her clients. “Luxury is not just about fancy experiences. It encompasses everything, and my clients seek genuine experiences.”