Jaclyn Sienna India established Sienna Charles, her boutique travel concierge service, in 2008 with a commitment to “fake it until you make it.” In the early days, she often fielded inquiries from potential clients while lacking a clientele of her own. She would tell them, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” despite not having any clients at the time.
Now, 16 years later, her determination has paid off, and India has built a prestigious roster of clients that includes multiple world leaders and celebrities like Mariah Carey. Her services cater to individuals with annual earnings exceeding $100 million. But what does India offer that these ultra-wealthy clients can’t achieve on their own?
India emphasizes the importance of emotional connection and genuine care for her clients. Having worked as a server for five years prior to starting her business, she understands what drives human interactions and prioritizes attentive service. Her extensive network, often referred to as her “black book,” includes over 2,000 contacts within the hospitality sector, allowing her to create bespoke travel and dining experiences.
Understanding her clients’ needs quickly is one of her strengths. “They already see what they want to achieve. They just don’t have the tools, time, access, and creativity,” India explained. She prides herself on comprehending her clients’ visions and bringing them to reality.
However, her mission transcends merely accessing luxurious venues. She strives to ensure these experiences are genuinely worthwhile, even questioning the appeal of high-profile spots like the French Laundry in Napa. Instead, she promotes alternatives that she believes offer a more engaging experience.
Her clients often enjoy one-of-a-kind events curated specifically for them. She has organized a candlelit dinner at Versailles and brunch on the Arc de Triomphe. Additionally, India finds ways to integrate meaningful interactions into her clients’ itineraries, such as arranging meetings with influential families in the fashion industry.
Sometimes, the requests are more straightforward. For instance, when former President George W. Bush visited Ethiopia, India made sure he had comforting favorites like peanut butter and non-alcoholic beer, complemented by a warm welcome from local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” she says, highlighting how she interacts with various individuals, from taxi drivers to restaurant staff, to discover unique options for her clients. India believes that the key to her service is recognizing that luxury is not the sole focus; her clients also seek authentic experiences.