Jaclyn Sienna India established her boutique travel concierge, Sienna Charles, in 2008 with a strategy of “faking it until making it.” Initially, her husband doubted her venture as they fielded inquiries from potential clients, despite her having no actual clientele. She confidently turned down requests, claiming to be fully booked with high-net-worth clients.
Fast forward sixteen years, India has successfully built a client list that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services cater to individuals earning over $100 million annually. So, what sets her apart in a world where her clients ostensibly have everything?
India emphasizes the importance of care and understanding in her business. Drawing on her experience as a server for five years prior to launching her company, she knows how to connect with people and create genuine experiences.
The foundation of Sienna Charles is built on a vast network, with a “black book” featuring over 2,000 contacts across hospitality, from yachts and hotels to upscale restaurants. This network allows India to craft exclusive travel and dining opportunities tailored to her clients’ visions, which they might struggle to realize without her expertise.
Her intention isn’t solely focused on providing luxurious venues; India aims to curate meaningful encounters. For instance, she has opted not to promote the renowned French Laundry restaurant, believing that other local dining experiences, such as Single Thread Farms, offer more excitement.
India’s assignments often lead to unique events, including a candlelight dinner at Versailles and brunch on the Arc de Triomphe. She also incorporates personal connections into meal experiences, such as arranging breakfasts with the Hermes family or luncheons with the Fendi family in Rome.
At times, her clients’ needs are simpler, as demonstrated when she provided former President Bush with peanut butter and non-alcoholic beer while he visited Ethiopia, ensuring he was met with local children wearing Texas Rangers caps.
“I genuinely care about people,” India stated, describing how she interacts with everyone from cab drivers to restaurant staff to discover the most compelling options for her clients. The essence of her service transcends luxury; it emphasizes the quest for authentic experiences.