When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she relied on the mantra of “fake it until you make it.” Initially, she faced challenges convincing potential clients of her expertise, even as calls flooded in from those intrigued by her work. Despite claiming to be fully booked with high-net-worth clients, she had none at the start.
Fast forward sixteen years, and her strategy has proven effective. India now serves an impressive roster of clients that includes world leaders and celebrities, all of whom have a net worth exceeding $100 million. This raises a question: what can India offer these affluent individuals that they cannot secure for themselves?
India believes that the key to her success lies in her genuine care for her clients. Drawing from her background as a server, she understands the importance of empathy and attentiveness in creating memorable experiences. Her extensive network, which includes over 2,000 connections in the hospitality industry, allows her to craft tailored travel and dining experiences for her clientele.
According to India, her clients often have a clear vision of what they want but lack the resources, time, or creativity to bring those dreams to fruition. She prides herself on grasping their aspirations with minimal input and delivering exceptional results.
However, her mission extends beyond merely securing exclusive reservations; she emphasizes the importance of meaningful experiences. For instance, she chooses not to promote widely recognized establishments if she believes they don’t offer a compelling experience. Instead, she directs her clients to unique and interesting destinations, such as Single Thread Farms in California.
Her services also include unique and personalized events, such as arranging a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, India has facilitated encounters with influential figures, including breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients request simpler comforts. For example, when former President George W. Bush visited Ethiopia, India ensured he had peanut butter and non-alcoholic beer, along with a warm welcome from local children donning Texas Rangers caps.
India underscores her commitment to authenticity, asserting that she engages with everyone she encounters, from cab drivers to restaurant staff, to discover the most enriching options for her clients. She believes that the essence of travel is not limited to luxury; it encompasses genuine experiences that resonate on a personal level.