When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was committed to the idea of ‘fake it till you make it.’
Years ago, when her husband doubted her ambitions due to the calls they received from potential clients interested in travel arrangements, India would respond that they were fully booked with high-net-worth individuals, despite having no clients at the time.
Now, 16 years later, her strategy has proven effective. Her client roster includes notable figures such as former President George W. Bush and pop star Mariah Carey. Her clientele consists of individuals earning over $100 million annually, who often possess access to the best resources. So, what does India offer that her clients can’t secure themselves?
India emphasizes the importance of personal connection and care over mere access to resources. With a background as a server, she has honed her understanding of what resonates with people. “I understand what makes people tick. Paying attention and caring about those people is paramount,” she states.
Sienna Charles features a vast network, boasting a “black book” of over 2,000 hospitality industry contacts, including yachts, hotels, and upscale dining establishments. This extensive relationship network enables India to craft exclusive travel and dining experiences for her clients.
She explains that while her clients often have visions for their travels, they may lack the tools and creativity to realize those ideas. One of her strengths lies in grasping their ambitions quickly and delivering tailored experiences.
Her focus is not solely on luxury but on providing genuinely worthwhile experiences. For instance, she does not promote dining at the renowned French Laundry in Napa, believing that a meal at Single Thread Farms nearby offers a more engaging experience.
India takes pride in curating unique and memorable events. She has organized extravagant outings such as a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Additionally, she facilitates meetings with renowned figures, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Her services also extend to fulfilling simple comforts for her clients. For example, when Bush visited Ethiopia, she ensured he had his favorite peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India concludes, highlighting her commitment to providing authentic experiences. Her day involves engaging with everyone from cab drivers to restaurant staff, underlining her belief that life is not limited to luxury but encompasses a wide array of genuine experiences.