Jaclyn Sienna India founded Sienna Charles, a travel concierge service, in 2008 with the mindset of “fake it till you make it.” Initially, her husband doubted her venture as she would field inquiries from potential clients while she had no actual clients to speak of. Despite claiming she was busy with high-net-worth individuals, India had yet to build her clientele.
Fast forward sixteen years, and India’s strategy has proven successful. She now caters to a distinguished roster of clients, including global leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services attract individuals with annual incomes exceeding $100 million, meaning they likely have access to everything, so what does India offer that they cannot secure themselves?
India believes that the key lies in genuine care and a personal touch. She draws on her experience as a server to understand clients’ needs deeply. With a network she calls her “black book,” which includes over 2000 connections within the luxury hospitality sector—encompassing yachts, five-star hotels, and upscale restaurants—she can offer unique travel and dining experiences.
Her approach is to grasp clients’ visions quickly and bring them to life, often transforming the usual into the extraordinary. For instance, while many may crave meals at renowned establishments like French Laundry, India focuses on innovative experiences, finding venues that resonate on a more profound level.
She recalls arranging a candlelight dinner in Versailles and a brunch on the Arc de Triomphe, emphasizing that her objective is to create memorable experiences rather than just luxurious ones. Additionally, she strives to connect her clients with influential personalities, such as setting up breakfast with the Hermes family or a lunch with the Fendi family in Rome.
At times, her clients’ desires are simple; when Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, while also arranging for children to greet him wearing Texas Rangers baseball caps.
India emphasizes the importance of authenticity in her offerings, stating that true luxury isn’t solely about opulence but also about genuine experiences. By engaging with everyone around her, from cab drivers to restaurant staff, she aims to curate extraordinary experiences that reflect the richness of the world beyond mere luxury.