Jaclyn Sienna India established her boutique travel concierge, Sienna Charles, in 2008, with the mindset of “faking it until you make it.” Initially, her husband doubted her venture as they received inquiries from prospective clients who read about her services, even though she had no actual clients at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves a high-profile clientele, including former President George W. Bush and celebrities like Mariah Carey, focusing on individuals whose annual incomes exceed $100 million. But what unique offerings does she provide for those who seem to have access to everything?
India emphasizes that while her clients possess power and extensive networks, effective service comes from genuine care and emotional intelligence. Having previously worked as a server, she learned the importance of understanding people’s needs. Her dedication to attention and empathy sets her apart.
Sienna Charles harnesses an extensive network of over 2,000 connections within the hospitality sector, which allows India to craft personalized travel and dining experiences. Her ability to translate her clients’ vague ideas into memorable experiences is a key aspect of her service.
However, India aims for more than just securing reservations at top-tier locations; she prioritizes worthwhile experiences. For instance, while she could easily arrange a table at the renowned French Laundry, she prefers to recommend more unique experiences, such as the offerings at Single Thread Farms.
Her services often result in extraordinary events. India once organized a candlelit dinner at Versailles and arranged brunch atop the Arc de Triomphe. Furthermore, she believes in pairing meals with encounters with notable figures, having facilitated breakfast with the Hermes family and lunch with the Fendi family in Rome.
At times, India caters to simpler requests, such as ensuring Bush had his favorite peanut butter and non-alcoholic beer during his trip to Ethiopia, while children wearing Texas Rangers caps greeted him.
“I genuinely care about people,” India states, highlighting her practice of connecting with everyone from cab drivers to restaurant staff to discover the best options for her clients. She believes authentic experiences are superior to mere luxury and that her affluent clientele seeks those genuine moments.