Jaclyn Sienna India founded Sienna Charles, a luxury travel concierge service, in 2008 with the intent of building a reputation without initially having clients. At the time, she often turned down potential clients by claiming she was booked with high-net-worth individuals, despite not having anyone.
Fast forward 16 years, her strategy of “faking it until you make it” has proven successful, as she now counts several world leaders, including former President George W. Bush, and celebrities like Mariah Carey among her clientele. India caters to clients earning over $100 million a year, providing unique experiences that go beyond what they can arrange themselves.
India emphasizes that her approach is rooted in genuine care and understanding. Her background as a server helps her relate to and cater to her clients’ needs. She maintains an extensive “black book” of over 2,000 contacts in the hospitality industry, which allows her to curate exclusive travel and dining opportunities.
While she acknowledges the allure of high-end venues, India prioritizes meaningful experiences over mere luxury. For example, she prefers to recommend unique dining locations rather than standard high-profile restaurants. Her services have included extraordinary arrangements such as a candlelit dinner in Versailles and brunch on the Arc de Triomphe.
Furthermore, India has facilitated personal encounters with notable figures, like breakfasts with the Hermes family and lunches with the Fendi family in Rome. However, her attention to detail extends to fulfilling simple comforts for her clients, such as ensuring President Bush had peanut butter and non-alcoholic beer during his trip to Ethiopia, in addition to a memorable welcome from local children wearing Texas Rangers caps.
Ultimately, India aims to provide her clients with authentic experiences that resonate on a personal level, believing that luxury is more than just opulence; it encompasses genuine connections and memorable moments.