When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was committed to the mantra of “fake it until you make it.” In the early days, her husband doubted her efforts as they received calls from potential clients expressing interest in trips, while she had no clients to speak of. She would casually inform them that she was fully booked with affluent customers.
Fast forward sixteen years, and India’s strategy has proven successful. Today, her client roster includes prominent figures like former President George W. Bush and celebrities such as Mariah Carey. Sienna Charles primarily caters to individuals with annual earnings exceeding $100 million, servicing those who seem to have it all. So, what sets India’s services apart?
According to her, while her clients may hold significant influence and connections, the key to her success lies in genuine care. Drawing from her experience as a server prior to starting her business, India understands the nuances of what makes people feel valued. She emphasizes that attention and empathy for her clients are essential components of her service.
India has cultivated an extensive network within the hospitality sector, boasting over 2,000 contacts across luxury hotels, yachts, and fine dining establishments. This vast network enables her to curate exclusive travel and culinary experiences that cater to her clients’ desires.
She explains that clients often have a vision for their trips but lack the resources or creativity to bring those visions to life. India’s talent lies in interpreting their desires and delivering tailored experiences. However, her goal transcends mere access to high-end venues; she aims to ensure that the experiences she crafts are meaningful and fulfilling.
While some high-profile locations may hold prestige, India is selective about the experiences she promotes. For instance, she bypasses promoting the renowned French Laundry in Napa, considering it less exciting compared to other unique dining experiences.
Her focus remains on providing personalized, memorable moments. Notable arrangements have included a candlelight dinner at Versailles and brunch atop the Arc de Triomphe. She often combines dining with encounters with influential personalities, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
India also addresses simpler requests, such as ensuring former President Bush had familiar comforts while visiting Ethiopia, like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India emphasizes the importance of authentic experiences. By engaging with a diverse range of people—from cab drivers to restaurant staff—she seeks to provide a holistic view of the world that goes beyond luxury to incorporate genuine, memorable experiences for her clients.