When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she resolved to maintain a façade of success until she could achieve it for real.
Reflecting on her early days, India shared how her husband doubted her ambitions as she received inquiries from potential clients eager to book trips to destinations like Disney or New Jersey. “I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would say, despite having no actual clients at the time.
Fast forward sixteen years, and her strategy of “fake it till you make it” has been exceptionally successful. Today, India’s client roster includes prominent figures such as former President George W. Bush and celebrities like Mariah Carey. She exclusively caters to individuals earning over $100 million annually—clients who seemingly have access to everything. So, what unique value does India provide to these affluent patrons?
According to India, while her clients hold significant power and connections, what truly gets results is a personalized touch. “It’s care. It’s leading from the heart,” she explains. With a background as a server prior to launching her business, she understands what makes people tick and emphasizes the importance of attentiveness and genuine concern.
Sienna Charles has curated a vast network comprising over 2,000 relationships across the hospitality sector, including exclusive yachts, hotels, and fine dining establishments. This extensive network enables India to design exceptional travel and dining experiences tailored to her clients’ desires.
“My clients articulate what they hope to achieve, yet often lack the tools, time, access, and creativity to realize their vision,” India noted. She prides herself on capturing this vision with minimal information and bringing it to life.
Importantly, her mission goes beyond securing bookings at prestigious venues; she aims to ensure that her clients enjoy genuinely memorable experiences. For instance, while the renowned French Laundry in Napa is often touted as a must-visit, India opts not to promote it. “I don’t think it’s that exciting,” she says, expressing a preference for other unique culinary experiences, such as Single Thread Farms.
India emphasizes her commitment to crafting individual experiences that don’t solely focus on luxury. From arranging a candlelight dinner in Versailles to organizing brunch on the Arc de Triomphe, her events are often unparalleled. Additionally, she seeks to connect her clients with notable personalities, having orchestrated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Yet, sometimes her clients request simpler comforts. For example, when Bush visited Ethiopia, she ensured he had his favorite peanut butter and non-alcoholic beer, along with children donning Texas Rangers caps to welcome him.
“I genuinely care about people,” India stated. She dedicates her time to conversing with various individuals, from cab drivers to restaurant staff, to discover the most intriguing options 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.”