When Jaclyn Sienna India started her luxury travel concierge service, Sienna Charles, in 2008, she was determined to create a successful business, even if it required a bit of pretense. At that time, her husband was skeptical, as she would receive inquiries from people wanting to plan trips, while she had no actual clients to accommodate.
Fast forward sixteen years, and her strategy of faking it has paid off remarkably. India now caters to high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, all of whom generate over $100 million annually. With such affluent clientele, the question arises: what exclusive services does India offer that these clients can’t arrange for themselves?
In India’s view, the key lies in a genuine approach. She states, “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart.” Drawing from her experience as a server for five years, India understands the nuances of customer service and emphasizes the importance of caring for her clients.
Sienna Charles encompasses a network of over 2,000 connections within the hospitality sector, including luxury yachts, top hotels, and fine dining establishments. This extensive relationship building allows India to craft unique travel and dining experiences tailored to her clients’ desires.
“Our clients articulate their aspirations, but they often lack the resources, time, and creativity to realize them,” India explained. “One of my gifts has been to intuitively grasp that vision from a few words and deliver it effectively.”
Her aim goes beyond simply facilitating access to opulent venues; it focuses on ensuring the experiences provided are authentic and valuable. For instance, India chooses not to recommend certain high-profile dining establishments if she feels they do not offer a unique experience. “I don’t think French Laundry in Napa is really that exciting. So I don’t sell it,” she noted, describing her preference for more interesting alternatives.
India prides herself on crafting bespoke experiences for her clients, including a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. She also views dining as an opportunity to connect clients with notable figures, arranging meals with families like Hermes and Fendi.
However, at times, her clients’ requests are simpler. When arranging a trip for Bush to Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, and even arranged for local children to welcome him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India remarked. Her approach involves speaking with a wide range of individuals, including cab drivers and restaurant staff, to unearth the most interesting experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”