Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the determination to “fake it until she made it.” Initially, she didn’t have any clients, but when inquiries began to flow in, she would assure potential clients that her services were in high demand, despite not having any bookings.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts numerous high-profile individuals among her clients, including former President George W. Bush and celebrities like Mariah Carey. Her clientele is primarily composed of individuals earning over $100 million annually, who generally have access to everything. What sets India apart is her ability to provide her clients with unique experiences that they cannot easily obtain themselves.
“While my clients are incredibly powerful and well-connected, it’s not their influence that gets things done; it’s the care and attention they receive,” India explains. She credits her background as a server for five years, which taught her the importance of understanding people’s needs and preferences.
Sienna Charles is known for its extensive network, boasting over 2,000 relationships in the hospitality sector, covering yachts, hotels, and fine dining establishments. This network enables India to craft exceptional travel and culinary experiences tailored to her clients’ visions.
“When clients share their aspirations, they often see the big picture but lack the resources or creativity to realize it. I have a knack for capturing that vision and bringing it to life,” she states.
Her focus extends beyond merely securing reservations at exclusive venues; she aims to provide genuine and meaningful experiences. For example, she does not endorse dining at renowned establishments like French Laundry, as she finds it lacks excitement compared to local options like Single Thread Farms, which she considers more worthwhile.
India strives for her clients to have extraordinary experiences, such as arranging a candlelit dinner at Versailles or brunch atop the Arc de Triomphe. She also creates opportunities for her clients to meet influential personalities, having organized meals with members of notable families like Hermes and Fendi.
Sometimes, the requirements are more straightforward. For Bush’s trip to Ethiopia, she ensured he had familiar comforts, including peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” India notes, emphasizing the importance of connecting with everyone from cab drivers to restaurant staff to discover the most interesting offerings for her clients. “Luxury isn’t the only focus; it’s about providing authentic experiences.”