In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge service, with the goal of “faking it until making it.” At the outset, she faced skepticism, including from her husband, as she received inquiries from potential clients while lacking actual customers. “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” she would respond, despite having no clients at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves notable clients including world leaders and celebrities, with a focus on individuals whose annual income exceeds $100 million. The question arises: what unique offerings does India provide that her affluent clients cannot obtain themselves?
According to India, her strength lies in understanding her clients’ needs beyond their wealth. “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 stated. Her five years of experience as a server before starting her business taught her the importance of empathy and attention to detail in catering to her clients.
Sienna Charles maintains a network of over 2,000 contacts in the hospitality sector, allowing India to curate exclusive travel and dining experiences. She explained, “[My clients] are explaining what they’re looking to achieve… I’ve been able to understand that vision with just a few words and deliver it.”
Her mission transcends merely securing access to glamorous venues; she aims to provide genuinely meaningful experiences. For example, while she could book her clients at the renowned French Laundry restaurant, she prefers to recommend places like Single Thread Farms, which she finds more captivating.
India’s creations often involve unique events, including candlelight dinners in Versailles and brunch on the Arc de Triomphe. She also arranges opportunities for her clients to meet influential figures, such as family lunches with the Hermes and Fendi families.
Additionally, she recognizes that sometimes simplicity is key. When former President George W. Bush visited Ethiopia, India ensured he had access to peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers hats.
“I genuinely care about people,” India emphasized. She actively engages with various individuals, from cab drivers to restaurant staff, to uncover the most intriguing options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and [my clients] want authentic experiences.”