When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she faced skepticism, including from her husband, who found her ambitions naive. Despite initially having no clients, India found success through a strategy of “faking it until making it.” Over 16 years, her persistence has paid off, as her client roster now includes high-profile figures such as former President George W. Bush and entertainer Mariah Carey.
India’s clientele typically consists of individuals with annual earnings exceeding $100 million. She emphasizes that her services go beyond mere luxury; they focus on interpersonal connection and understanding her clients’ desires. “Care is what gets things done,” India said, drawing on her background as a server to highlight the importance of attentiveness and empathy in her work.
Her extensive network within the hospitality industry, which she refers to as her “black book,” encompasses relationships with over 2,000 contacts, including yachts, hotels, and top-tier restaurants. This network allows her to craft unique travel experiences tailored to her clients’ needs. “They may have the means but often lack the time, creativity, or access to achieve their vision,” India noted.
While some clients pursue high-profile dining experiences, such as a meal at the renowned French Laundry, India prioritizes genuine value in the experiences she recommends. For instance, she believes the offerings at Single Thread Farms are more compelling and frequently curates bespoke events, including a candlelight dinner in Versailles and brunch atop the Arc de Triomphe.
Moreover, India emphasizes the importance of authentic experiences, sometimes catering to simpler preferences. When Bush visited Ethiopia, she arranged for him to enjoy his favorite comfort foods, like peanut butter, and provided a warm welcome from local children sporting Texas Rangers caps.
“I genuinely care about people,” India affirmed, illustrating her commitment to discovering unique and meaningful options for her clients through daily interactions with various individuals from cab drivers to restaurant staff. Her approach blends luxury with a focus on authenticity, ensuring that her clients enjoy enriching experiences.