Jaclyn Sienna India established her luxury travel concierge service, Sienna Charles, in 2008 with the intention of building a successful brand, even without initial clients. At the time, her husband doubted her ambitions as they received calls from potential customers interested in travel arrangements. She would politely decline, stating they were fully booked with high-net-worth clients, although she had none.
Fast forward sixteen years, and her strategy of “faking it until making it” has proven effective. India now counts multiple influential figures among her clientele, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to clients who earn more than $100 million a year, representing individuals who seemingly have it all. So, what sets India apart in the competitive world of luxury travel?
India emphasizes that while her clients wield significant influence, the key to successful service lies in genuine care and attentiveness. Drawing from her experience as a server for five years, she understands the nuances of client needs. “Paying attention and caring about those people is paramount,” she says.
Sienna Charles boasts a vast network in the hospitality industry, with more than 2,000 connections across yachts, hotels, and high-end restaurants. This extensive relationship-building enables India to craft unique travel and dining experiences tailored for her discerning clientele.
“My clients already envision their desires; they just lack the tools, time, access, and creativity to realize them,” India remarks. She prides herself on understanding her clients’ visions quickly and efficiently delivering customized experiences.
Her goal transcends merely securing reservations at exclusive venues; she aims to curate genuinely worthwhile experiences. For instance, India does not promote the renowned French Laundry restaurant, believing that the nearby Single Thread Farms provides a more captivating experience.
Focusing on personalized experiences rather than sheer luxury has led to unique arrangements, such as a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. India often pairs dining experiences with opportunities to meet influential personalities, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, her services can also cater to simpler requests. When Bush traveled to Ethiopia, India arranged for his favorite comforts, such as peanut butter and non-alcoholic beer, while ensuring he was welcomed by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India says, emphasizing her dedication to discovering the most interesting options for her clients through conversations with various individuals, from cab drivers to restaurant staff. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”