When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she adopted a “fake it till you make it” approach.
Initially, her husband thought her plan was impractical as they were receiving inquiries for mainstream trips like Disney or weekends in New Jersey. She would reply by saying they were fully booked with high-net-worth clients, despite having no customers at the time.
Fast forward sixteen years, and that strategy has proven successful. Today, India boasts an impressive client list that includes world leaders such as former President George W. Bush, and celebrities like Mariah Carey. Her services cater to individuals making over $100 million annually, offering unique experiences they can’t easily obtain on their own.
“My clients are often more powerful and better connected than I am, but what sets my service apart is genuine care and leading from the heart,” she explained. Drawing from her experience as a server for five years, India emphasizes the importance of paying attention and caring about people.
Sienna Charles maintains a “black book” with over 2,000 key relationships in the hospitality industry, which includes yachts, hotels, and high-end restaurants. This network allows India to curate exclusive travel and dining experiences for her clients.
Clients come to India with a vision of what they want to achieve, but they often lack the tools, time, access, and creativity to bring it to life. She prides herself on understanding and delivering their visions with minimal input.
India’s mission is not merely to offer the most luxurious or exclusive venues but to ensure the experiences are genuinely worthwhile. She believes in creating memorable and unique events rather than just providing access to famed locations that may not deliver the most exciting experiences.
India is also focused on personal touches that cater to her clients’ individual preferences. For example, when President Bush traveled to Ethiopia, she ensured he had all the comforts of home, including peanut butter and non-alcoholic beer. He was also warmly greeted by children wearing Texas Rangers baseball caps.
Her genuine care for people drives her to interact with everyone, from cab drivers to restaurant employees, to discover the best options for her clients. “The world isn’t just about luxury and fancy experiences. It’s about authenticity, and my clients seek genuine experiences,” India said.