When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she embraced the philosophy of “fake it till you make it.” Initially, she faced skepticism, including from her husband, as she took calls from potential clients expressing interest in travel, despite lacking any clientele at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She has built a roster that includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. Her client base consists of individuals with annual earnings exceeding $100 million, a demographic that typically has access to various resources. So, what sets India’s offerings apart?
India emphasizes the importance of personal connection and attentiveness in her line of work. Having served in the hospitality industry for five years before launching her business, she understands the nuances of client desires. “Care” and “leading from the heart” are central tenets of her approach, as she realizes that her clients, despite their power and connections, still value genuine attention.
Sienna Charles is supported by an extensive network of over 2,000 connections within the hospitality sector, including luxury hotels, yachts, and fine dining establishments. This network enables her to craft bespoke travel and culinary experiences tailored to her clients’ visions.
“My clients express what they want to achieve, and often, they can envision it but lack the access or creativity to make it happen,” India shared. She prides herself on interpreting these desires and creatively delivering solutions.
India’s focus extends beyond merely arranging access to exclusive venues. She aims to ensure that the experiences her clients have are enriching and meaningful. For instance, she doesn’t recommend dining at the renowned French Laundry in Napa, suggesting instead that her clients explore more unique culinary options like Single Thread Farms.
Her bespoke service has led to remarkable experiences for her clients, including a private dinner in a candlelit Versailles and brunch atop the Arc de Triomphe. In addition to exclusive meals, she organizes meetings with influential figures, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, some of her clients request simpler comforts. For example, during a trip to Ethiopia, she made sure that Bush had familiar items like peanut butter and non-alcoholic beer. Moreover, he was welcomed by local children wearing Texas Rangers caps.
“I truly care about people,” India explains. She dedicates her day to engaging with various individuals, including cab drivers and restaurant staff, to discover the most intriguing options for her clients. Her philosophy encompasses a broad spectrum of experiences, emphasizing that her clients seek authenticity alongside luxury.