Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008 with a commitment to “fake it until you make it.” Initially, her husband was skeptical as they received inquiries from potential clients intrigued by her articles, even though India had no actual clients at the time. “I was like, ‘Oh, I’m sorry, we’re so busy,’” she recalled, as she navigated the early stages of her business without a client base.
Fast forward sixteen years, and India has successfully built a prestigious clientele that includes world leaders like former President George W. Bush and celebrities like Mariah Carey. Her company caters exclusively to ultra-high-net-worth individuals with incomes exceeding $100 million annually, individuals who often have access to virtually everything. So, what sets India apart in the competitive concierge field?
“My clients are powerful and connected, but it’s not just about influence,” she asserts. “It’s about care and leading from the heart.” With a background as a server for five years, India believes her understanding of people and their needs is key to her success. She emphasizes that personal attention and genuine care are paramount in her services.
At Sienna Charles, India has cultivated an impressive network of over 2,000 relationships within the hospitality sector, connected to luxury yachts, high-end hotels, and exquisite dining venues. Her ability to forge relationships enhances her capacity to create unique travel and dining experiences tailored to her clients’ desires.
“Clients often articulate what they want to achieve, but they lack the resources, time, and access to make it a reality. I excel at capturing that vision succinctly and making it happen,” she explains. India aims not only to secure access to glamorous or exclusive locations but also to ensure that the experiences are genuinely meaningful.
For example, she has her reservations about the renowned French Laundry restaurant in Napa Valley, choosing instead to recommend what she deems more engaging experiences, such as dining at Single Thread Farms. She prioritizes delivering individually tailored experiences over mere luxury.
One of India’s most memorable arrangements included a candlelit dinner in Versailles, while another client enjoyed brunch atop the Arc de Triomphe. She also facilitates meetings with prominent figures, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes her clients’ requests are simpler, like when she ensured that former President Bush had his favorite comforts during a trip to Ethiopia, providing him with peanut butter and non-alcoholic beer, and arranging for local children to greet him in Texas Rangers caps.
India emphasizes her deep care for people and her dedication to discovering authentic experiences. She regularly interacts with everyone around her, from taxi drivers to restaurant staff, constantly seeking the most intriguing opportunities for her clients. “The world is not just luxury; it encompasses everything, and my clients seek authentic experiences.”