When Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008, she embraced the idea of “faking it until making it.” Initially, her husband doubted her ambitions as she managed client inquiries about trips to places like Disney and New Jersey, despite having no clients at the time.
Fast forward sixteen years, and India’s strategy has paid off significantly. She now boasts a clientele that includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals with an annual income exceeding $100 million—clients who typically have access to everything. The question arises: what does India offer that they cannot obtain themselves?
India attributes her success to genuine care and personal connection. With five years of experience in the service industry before launching her business, she understands the importance of attention and empathy in fostering relationships. Sienna Charles features an extensive network within the hospitality sector, comprising over 2,000 contacts, which enables her to create bespoke travel and dining experiences tailored to her clients’ desires.
She elaborates on the unique needs of her clients, stating, “They already see it; they just don’t have the tools, the time, the access, and the creativity to be able to fulfill that.” India prides herself on grasping her clients’ visions quickly and executing them efficiently.
However, India emphasizes that her aim goes beyond merely securing bookings at the world’s most exclusive venues; she strives to ensure the experiences are profoundly meaningful. For instance, while she could easily secure reservations at prestigious dining spots like the French Laundry in Napa, she prefers to recommend alternatives that resonate more with her clients, such as Single Thread Farms.
Her offerings often include one-of-a-kind experiences, from arranging a candlelit dinner at Versailles to hosting brunch on the Arc de Triomphe. Additionally, she aims to connect her clients with notable figures; past experiences have included breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Even simple comforts are important to her high-profile clients. When Bush visited Ethiopia, India ensured he had peanut butter and non-alcoholic beer readily available, along with a warm welcome from local children donned in Texas Rangers caps.
Ultimately, India’s approach revolves around genuine concern for her clients and a commitment to finding authentic experiences. She dedicates her days to engaging with everyone she encounters, from drivers to restaurant staff, in her quest to uncover the most intriguing options for those she serves. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and [my clients] want authentic experiences,” she concludes.