Jaclyn Sienna India started her boutique travel concierge, Sienna Charles, in 2008 with a determination to “fake it until you make it.” At the outset, she faced skepticism, including from her husband, when potential clients reached out after seeing her articles, expressing interest in vacations she was unable to fulfill due to a lack of actual clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves high-profile clients, including former President George W. Bush and celebrity Mariah Carey, all of whom have annual incomes exceeding $100 million. This raises the question: what unique offerings does India provide that her clients cannot access themselves?
According to India, the key is not just leveraging connections but also showing genuine care. Drawing on her experience as a server, she emphasizes the importance of understanding what makes people tick, underlining that attention and care are essential.
Sienna Charles has cultivated an impressive “black book” of over 2,000 contacts within the hospitality industry, encompassing luxury hotels, yachts, and fine dining establishments. This extensive network allows her to curate exceptional travel experiences tailored to her clients’ desires.
India notes that her clients often have a vision but lack the resources, time, or creativity to bring it to life. “My gift has been understanding that vision with a few words and then delivering that,” she states.
Her focus is on ensuring that her clients enjoy meaningful experiences rather than just glamorous ones. For instance, she prefers more interesting culinary venues over trendy options like the French Laundry, highlighting experiences like dining at Single Thread Farms instead.
India often arranges extraordinary events, such as a candlelit dinner in Versailles or brunch atop the Arc de Triomphe. She also curates opportunities for clients to meet influential figures, such as arranging a breakfast with the Hermes family or lunch with the Fendi family in Rome.
Occasionally, simpler comforts are prioritized. For example, during Bush’s visit to Ethiopia, she ensured he had familiar comforts, such as peanut butter and non-alcoholic beer, along with a warm welcome from local children.
Ultimately, India believes in providing her clients with authentic experiences. She spends her day engaging with various individuals from cab drivers to restaurant staff to uncover unique local offerings. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences,” she concludes.