In 2008, Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, with the mindset of “faking it until making it.” Initially, she faced skepticism, even from her husband, as she fielded inquiries about travel while having no clients to her name. However, over the past sixteen years, her strategy has proven successful.
Today, India has cultivated a clientele that includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her exclusive services cater to individuals earning over $100 million per year—essentially people who seem to have it all. So, what does India offer that her affluent clients can’t arrange themselves?
According to India, the key lies in genuine care and understanding. “My clients are more powerful than me and have vast networks, but that doesn’t always yield results. It’s about leading from the heart and truly caring for people,” she explained. With a background as a server, she emphasizes the importance of understanding what motivates individuals.
Sienna Charles features an extensive “black book” of over 2,000 connections within the hospitality sector, which includes yachts, hotels, and fine dining establishments. This network allows her to curate exclusive travel and dining experiences that resonate with her clients’ desires.
“My clients articulate their vision, and while they have ideas, they often lack the time or resources to realize them. My talent is in grasping their vision and translating it into reality,” India stated.
Her mission goes beyond simply booking high-end venues. India aims to ensure her clients have meaningful experiences. For instance, she has opted not to promote well-known dining spots like the three-Michelin-star French Laundry, believing that other options, such as Single Thread Farms, offer more intriguing experiences.
India emphasizes that her focus is on delivering exceptional individual experiences rather than just luxurious outings. She has facilitated unique events, like a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. Her services often include pairing meals with encounters with notable personalities, such as arranging breakfast with the Hermes family or lunch with the Fendi family in Rome.
However, some of her clients’ requests are more straightforward. During Bush’s visit to Ethiopia, India ensured he had familiar comforts, like peanut butter and non-alcoholic beer, and arranged for him to be greeted by children wearing Texas Rangers caps.
“I sincerely care about people,” India reflected. She dedicates her time to conversing with a wide array of individuals, from taxi drivers to restaurant staff, to uncover the most authentic and intriguing options for her clients. “The world encompasses more than luxury or extravagant experiences; it includes everything, and my clients seek authenticity.”