When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she adopted a “fake it until you make it” mentality. Initially, she faced skepticism from her husband as they received requests from potential clients claiming to have seen her work, despite her having no actual clients at the time. She often found herself turning away customers with phrases like, “Oh, I’m sorry, we’re so busy, we’re really sold out this season,” even though she was just starting out.
Fast forward sixteen years, and her strategy has borne fruit. India now caters to a clientele that includes prominent figures such as former President George W. Bush and celebrity icons like Mariah Carey, all of whom possess fortunes exceeding $100 million. With such affluent clients, the question arises: what unique offerings does India provide?
India explains that while her clients may wield significant power and influence, it’s her ability to provide heartfelt care that sets her apart. Drawing from her experience as a server prior to founding her business, she understands the importance of attentiveness and genuine connection.
Sienna Charles has developed an extensive network, or “black book,” containing over 2,000 contacts across the hospitality sector, including luxury yachts, hotels, and exclusive restaurants. This network enables India to curate unique travel experiences for her high-profile clients.
She elaborates, saying, “My clients are expressing their desires. They envision what they want but often lack the tools, time, access, or creativity to make it happen. My skill lies in capturing that vision and delivering on it.”
India prioritizes meaningful experiences over mere luxury, even turning down high-profile venues if she feels they lack appeal. For instance, she doesn’t recommend the renowned French Laundry in Napa but favors experiences she believes are more exciting, such as those offered at Single Thread Farms.
Her services often result in extraordinary experiences, including a candlelit dinner at Versailles and brunch on the Arc de Triomphe. She also facilitates memorable encounters with influential personalities, such as arranging meals with the Hermes and Fendi families.
Occasionally, her clients seek simplicity. For example, when Bush visited Ethiopia, she arranged for him to have peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers baseball caps.
India emphasizes her commitment to authenticity and personal connections. She dedicates her day to engaging with various people, from cab drivers to restaurant staff, to uncover unique options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients seek genuine experiences,” she concludes.