When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, her approach was straightforward: to project confidence even in the absence of a client base. Initially, her husband expressed skepticism as she frequently turned down requests from potential clients with feigned busyness; at that time, she had no clients.
Fast forward to today, and India’s strategy of ‘faking it until you make it’ has undoubtedly paid off. She now serves high-profile clients, including former President George W. Bush and pop icon Mariah Carey, all of whom are part of a select group earning over $100 million annually. This clientele typically has access to everything, which raises the question: what unique offerings does India provide?
India emphasizes empathy and understanding in her services. Drawing from her five years of experience as a server, she has developed a keen sense of what drives people. Her focus is on genuine engagement and addressing the nuanced needs of her clients.
Sienna Charles boasts a rich “black book” with over 2,000 connections in the hospitality sector, including luxurious yachts, exclusive hotels, and high-end dining establishments. This extensive network enables India to craft unique travel experiences that resonate with her clients’ desires. She mentions that many of her clients already have visions of what they want, but require the necessary tools, time, and creativity to bring those visions to life. India excels at translating brief ideas into extraordinary experiences.
Her approach goes beyond just arranging access to exclusive venues; she aims to ensure her clients have meaningful experiences. For instance, she refuses to recommend the renowned French Laundry restaurant, suggesting instead a more exciting culinary option at Single Thread Farms. India is dedicated to curating unforgettable moments, having organized experiences like candlelight dinners at Versailles and brunch atop the Arc de Triomphe.
Furthermore, India enhances these experiences by connecting clients with influential figures, such as arranging meals with members of luxury family brands like Hermes and Fendi.
Regardless of the grandeur or simplicity of the request, India prioritizes her clients’ comfort and preferences. For example, during Bush’s visit to Ethiopia, she arranged for him to enjoy familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children in Texas Rangers caps.
India’s ethos centers on authentic experiences; she believes the luxury experience is not limited to opulence but should also encompass genuine connections and interactions. By engaging with individuals from all walks of life, she curates unique and heartfelt experiences for her clients.
This inspiring story highlights how determination, relationship-building, and a focus on the human element can transform a seemingly ambitious endeavor into a thriving business. Jaclyn Sienna India exemplifies the value of authenticity and care in a world often driven by materialism, reminding us that true luxury lies in unforgettable experiences and meaningful connections.