When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she adopted a “fake it till you make it” mentality. Initially, her husband regarded her ambitions skeptically as they fielded inquiries from potential clients. “Oh, I saw your article. I’d love to go to Disney,” one would say, while she would respond, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” despite having no clients.
Fast forward sixteen years, and India’s strategy has proven successful, as her clientele now includes multiple world leaders, such as former President George W. Bush, and artists like Mariah Carey. Her services cater to those with annual earnings exceeding $100 million—individuals who seem to have it all. So what unique offerings does India provide that her high-profile clients can’t acquire themselves?
According to India, the differentiator is care. “My clients are way more powerful than I am; they know many influential people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she stated. Drawing from her five years as a server prior to launching her business, she understands the importance of personal connections and attentiveness.
Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, encompassing yachts, hotels, and upscale restaurants. This network enables India to curate exceptional travel and dining experiences for her clientele. “They already have a vision; they just don’t have the tools, the time, the access, and the creativity to fulfill that,” India shared. “One of my gifts has been understanding that vision with just a few words and delivering that to them.”
India is not solely focused on gaining access to elite venues; her priority is to ensure that her clients have fulfilling experiences. She expressed a lack of enthusiasm for dining at a three-Michelin star restaurant, stating, “I don’t think French Laundry in Napa is really that exciting. So I don’t sell it.” Instead, she believes experiences like dining at Single Thread Farms down the road are much more engaging.
Emphasizing personalized and meaningful experiences over mere luxury, India has arranged exclusive events, such as a candlelight dinner in Versailles and a brunch atop the Arc de Triomphe. She also integrates opportunities for her clients to meet notable figures, having facilitated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, India acknowledges that sometimes her clients seek more straightforward comforts. For Bush’s journey to Ethiopia, she ensured he had familiar snacks like peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” she asserted. India dedicates her day to conversing with everyone, from cab drivers to restaurant staff, to discover the most intriguing options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”