When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she aimed to succeed through determination and strategy. Initially, she faced skepticism from her husband as inquiries flooded in from potential clients wanting trips to Disneyland or weekend getaways to New Jersey. Despite having no clients, she would respond that her services were in high demand and fully booked.
Fast forward sixteen years, and India’s approach has yielded remarkable results. She now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey, catering exclusively to individuals earning over $100 million annually. With such wealthy clientele, one might wonder what unique offerings she provides that are not already accessible to them.
India believes that the secret to her success lies in her personal approach. “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,” she said. Her background as a server for five years helped her understand what drives people, and she emphasizes the importance of attentive service.
Sienna Charles boasts a network of over 2,000 contacts within the hospitality sector, enabling India to offer distinct travel and dining experiences tailored to her clients’ needs. “They already see what they want but lack the time, access, and creativity to achieve it,” she explained, noting her ability to grasp their vision quickly and provide the necessary arrangements.
Her mission goes beyond simply accessing luxurious or exclusive venues; she aims to ensure that each experience is meaningful. For example, she doesn’t promote renowned restaurants like French Laundry in Napa, believing that “what they’re doing at Single Thread Farms down the road is far more interesting.”
India often creates unique events, such as a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She also connects clients with notable personalities, having arranged meals with the Hermes and Fendi families.
Occasionally, the desires of her clients may be more straightforward. When President Bush visited Ethiopia, India made sure he had familiar comforts like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India states. Her day involves conversations with everyone from cab drivers to restaurant staff, helping her uncover the most authentic and intriguing options for her clients who seek real experiences beyond mere luxury.