When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge service, in 2008, her strategy was to “fake it until you make it.” Initially, she faced skepticism, even from her husband, as she fielded calls from potential clients interested in travel despite not having any at the time. “I was saying, ‘Oh, we’re so busy, we’re really sold out this season with high-net-worth people,’” she recalled, despite having no clients to speak of.
Fast forward sixteen years, and India’s approach has borne fruit. Today, her clientele includes high-profile figures such as former President George W. Bush and celebrities like Mariah Carey. She caters to individuals earning over $100 million annually, providing services that go beyond what money can easily buy.
India emphasizes that her clients, despite their power and connections, often lack the personal touch needed to fulfill their travel dreams. “It’s care. It’s leading from the heart,” she asserts, leveraging her background as a server to understand what motivates people. Her expansive network includes over 2,000 relationships within the hospitality sector, covering everything from luxury yachts to exclusive restaurants, allowing her to craft tailored travel experiences.
She notes that her clients have a vision of their ideal experiences but often lack the resources or creativity to achieve them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she said.
India is not just focused on securing glamorous venues; she aims to provide meaningful experiences. For instance, she chooses not to recommend widely known establishments like the French Laundry, believing that other options, such as Single Thread Farms, offer more enriching encounters.
Her service often results in extraordinary events; she’s arranged a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. India also focuses on connecting her clients with notable figures, having organized meals with the Hermes and Fendi families.
However, her approach can also be quite personal. When arranging a trip for Bush to Ethiopia, she made sure he had his favorite comforts, including peanut butter and non-alcoholic beer, while greeting him with local children wearing Texas Rangers caps.
India’s commitment to caring for others is evident in her daily interactions, ensuring she understands the full spectrum of experiences available. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she stated.