When Jaclyn Sienna India launched her luxury travel concierge, Sienna Charles, in 2008, she adopted a “fake it till you make it” approach. Initially, she struggled with limited clientele, often telling potential clients that her services were fully booked with high-net-worth individuals, despite not having any clients at the time.
Fast forward sixteen years, and India has built a successful business, catering to an elite clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her target customers are individuals earning over $100 million a year, people who seemingly have access to everything. So, what sets India’s services apart from what these affluent clients can arrange themselves?
India highlights the significance of empathy and personal connection in her work. Drawing on her experience as a server before starting her business, she understands the importance of genuinely caring for her clients. “It’s care. It’s leading from the heart,” she remarked.
Sienna Charles boasts an extensive network, or “black book,” containing over 2,000 contacts within the luxury hospitality industry, including exclusive yacht providers, hotels, and fine dining establishments. Through these relationships, India crafts bespoke travel and dining experiences tailored to her clients’ visions.
“My clients describe their dreams, but often lack the tools, time, or creativity to make them a reality,” India explained. “One of my gifts has been understanding that vision from just a few words and then delivering on it.”
Her approach goes beyond simply providing access to the most glamorous venues; it focuses on ensuring that the experiences are genuinely meaningful. For example, while some might consider dining at the renowned French Laundry in Napa a highlight, India believes that similar establishments, like Single Thread Farms, offer more unique and exciting experiences, and thus chooses not to promote the former.
India often arranges exclusive and unforgettable events for her clients. She once organized a candlelight dinner at Versailles and facilitated brunch on the Arc de Triomphe. Additionally, she creates opportunities for her clients to meet influential personalities, such as arranging breakfast with the Hermes family.
Some requests, however, are simpler. When President Bush visited Ethiopia, India ensured he had familiar comforts, including peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India said, emphasizing her commitment to connecting with everyone around her—from cab drivers to restaurant staff—to uncover unique options for her clients. “Authenticity matters; the world is not just luxury or fancy experiences. It encompasses everything, and my clients seek genuine experiences.”