Jaclyn Sienna India started Sienna Charles, a boutique travel concierge, in 2008 with the intention of building her business through determination and a little bit of deception. Initially, when she received inquiries from potential clients hoping to visit high-profile destinations like Disney or New Jersey, India would inform them that she was fully booked with high-net-worth individuals—despite having no actual clients.
Now, after sixteen years, her strategy has proven successful. She has attracted a roster of impressive clients, including former President George W. Bush and notable celebrities like Mariah Carey. Her clientele typically consists of individuals earning over $100 million a year, who are accustomed to luxury and exclusivity. So, what unique value does India offer that they cannot acquire on their own?
India emphasizes that while her clients are powerful and well-connected, her ability to succeed lies in her genuine care and attention to their needs. Drawing on her prior experience as a server, she understands the nuances of what makes her clients tick.
Sienna Charles is backed by an extensive network of over 2,000 contacts within the hospitality sector, which allows India to craft distinctive travel and dining experiences. She notes that her clients often have ideas about what they want but lack the resources and creativity to bring those visions to life. India prides herself on her ability to quickly grasp those visions and translate them into reality.
Her focus extends beyond simply facilitating access to lavish venues. India is committed to ensuring that every experience is meaningful and worthwhile for her clients. For example, she expressed her disinterest in promoting high-profile dining experiences like the French Laundry, favoring more unique options instead, such as the innovative offerings at Single Thread Farms.
India’s creations often result in extraordinary events, from a candlelit dinner at Versailles to brunch atop the Arc de Triomphe. Additionally, she believes in pairing culinary experiences with interactions with prominent personalities, having organized meals with families from luxury brands like Hermes and Fendi.
On occasions, her clients’ requests can be quite straightforward, as demonstrated when she catered to Bush’s trip to Ethiopia by providing him with familiar comforts such as peanut butter and non-alcoholic beer, along with a warm welcome from local children in Texas Rangers caps.
Ultimately, India highlights her devotion to understanding her clients’ needs. She engages with everyone, from cab drivers to restaurant staff, to uncover exciting and authentic experiences for her clientele, proving that the world of travel transcends mere luxury.