Jaclyn Sienna India launched her luxury travel concierge, Sienna Charles, in 2008 with a strategy to “fake it until you make it.” Initially, this approach involved fielding calls from prospective clients while having no actual clients to speak of. “My husband thought I was the dumbest person in the world because we would get calls from people saying, ‘Oh, I saw your article. I’d love to go to Disney,’” she recalled, referring to the early days when she had to turn people away, claiming she was fully booked with high-net-worth clients.
Fast forward 16 years, and India’s strategy has borne fruit. She now counts prominent figures, including former President George W. Bush and celebrities like Mariah Carey, among her clientele. Her exclusive booking services cater to individuals earning over $100 million annually, typically those who have every luxury at their fingertips. So what does Sienna Charles offer that these high-profile clients cannot obtain on their own?
According to India, it comes down to personalized care and understanding what her clients truly seek. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care,” she emphasized. With a background in hospitality as a server, she has honed the ability to connect with people on a deeper level.
Sienna Charles maintains an extensive “black book” with over 2,000 contacts across various sectors of the hospitality industry, including yachts, high-end hotels, and restaurants. This network enables her to curate unique travel and dining experiences for her discerning clients.
“My clients explain what they’re looking to achieve, but they just don’t have the tools, time, access, or creativity to fulfill that,” India said. She prides herself on interpreting their desires quickly and delivering experiences that exceed expectations.
While luxury is a prime aspect of her service, India emphasizes the importance of meaningful experiences. For example, she does not endorse dining at the famed French Laundry in Napa Valley, believing that alternatives like Single Thread Farms offer a more unique experience.
Her offerings often include unique events, such as arranging a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. India also integrates personal interactions into the dining experience, having organized meals with notable families like Hermes and Fendi.
At times, her approach takes on a more personal touch. When she organized a trip for Bush to Ethiopia, she ensured that he had his preferred comforts, which included peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India remarked. Her day involves connecting with various individuals, from cab drivers to restaurant staff, to gather the best options for her clients. “The world is not just luxury. It’s about authentic experiences,” she concluded.