Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008 with ambitions of success despite initially lacking clients. In those early days, she would field inquiries from potential customers but had to pretend that her services were fully booked, even though she was starting from scratch.
Fast forward sixteen years, and her strategy of “fake it till you make it” has proven successful. India’s client roster now includes influential figures such as former President George W. Bush and celebrities like Mariah Carey. Her clientele typically earns over $100 million annually and already possesses a wealth of luxury options. So, what unique value does India offer?
According to India, the key is not just connections but genuine care. She describes how her background as a server gave her an insight into understanding people’s needs. “It’s leading from the heart,” she stated. India’s extensive network encompasses over 2,000 contacts in the hospitality sector, allowing her to create bespoke travel and dining experiences tailored to her clients’ desires.
“I have a knack for grasping their vision with just a few words,” she said. “They just don’t have the tools, the time, the access, and the creativity to fulfill that.”
Her focus is not merely on providing access to exclusive spots but ensuring that the experiences are meaningful. For instance, while she acknowledges the prestige of dining at the French Laundry in Napa Valley, she prefers to suggest alternatives that she finds more compelling, like Single Thread Farms.
India often curates unique events for her clients, such as a candlelight dinner at Versailles or brunch on the Arc de Triomphe. She understands the significance of connections as well, facilitating meals with notable families like the Hermes and Fendi families.
However, sometimes her clients require simpler comforts. When Bush visited Ethiopia, she arranged for him to have peanut butter and non-alcoholic beer—items from home—which resonated with him, especially when he was welcomed by local children wearing Texas Rangers baseball caps.
India emphasizes her commitment to authenticity over mere luxury. She dedicates her time to engaging with everyone from cab drivers to restaurant staff to uncover the best and most authentic experiences for her clients. In her view, the world encompasses far more than just extravagant offerings; it’s about genuine moments that resonate with people.