When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she adopted a strategy of “fake it until you make it.” Initially, India faced skepticism from her husband as she received inquiries from potential clients about trips to places like Disney and New Jersey, despite not having any actual clients at the time. She often told them her services were fully booked with high-net-worth individuals, even though she had no clients lined up.
Fast forward sixteen years, and India’s approach has proven successful. She now counts several world leaders, including former President George W. Bush, and celebrities like Mariah Carey among her clientele. Her services cater exclusively to those earning over $100 million annually, catering to individuals who have access to virtually everything. So what sets her offerings apart?
India believes the difference lies in her genuine care for her clients. Having worked as a server for five years before founding her business, she understands the importance of attentiveness and building connections. Her impressive “black book” contains over 2,000 relationships in the hospitality sector, encompassing luxury yachts, hotels, and fine dining establishments, enabling her to craft unique travel experiences tailored to her clients’ needs.
She emphasizes that her role is not just about granting access to glamorous venues—it’s about ensuring that the experiences she curates are meaningful. For instance, she critiques the famed French Laundry restaurant in Napa Valley, deeming it less exciting compared to alternatives like Single Thread Farms.
India frequently arranges unique and memorable experiences for her clients, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. She also enjoys facilitating encounters with influential figures, organizing breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are quite simple. When President Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers baseball caps.
Ultimately, India strives to provide authentic experiences rather than solely high-end luxury. She dedicates her time to engaging with everyone from taxi drivers to restaurant staff to uncover the most intriguing options for her clients, believing that the world encompasses much more than luxury—it’s about genuine, authentic experiences.