Jaclyn Sienna India started her luxury travel concierge, Sienna Charles, in 2008 with the mindset of “faking it until you make it.” Initially, she faced skepticism, even from her husband, as she took calls from potential clients expressing interest in trips to popular destinations like Disney or New Jersey, even though she had no actual clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now caters to an elite clientele, including world leaders such as former President George W. Bush and celebrities like Mariah Carey. Her focus is on clients earning over $100 million a year, and the question remains: what does she offer that they cannot arrange themselves?
India believes her approach revolves around empathy and genuine care. Drawing from her five years of experience as a server, she understands the importance of connecting with clients at a personal level. “It’s care. It’s leading from the heart,” she said, emphasizing that personal attention is crucial.
Her company, Sienna Charles, maintains an extensive network with over 2,000 contacts in the hospitality sector, ranging from yachts to high-end restaurants. These relationships allow her to craft unique travel and dining experiences tailored to her clients’ desires. India claims she has a unique gift for capturing her clients’ visions and translating them into reality.
Despite catering to high-profile clients, India’s priority is not solely on exclusive venues but on meaningful experiences. For example, she chooses not to promote the famed French Laundry restaurant in Napa, believing it lacks excitement compared to alternatives like Single Thread Farms.
India excels at arranging unique events. One notable instance involved a candlelight dinner in Versailles, while another client enjoyed brunch on the Arc de Triomphe. She also facilitates opportunities for her clients to connect with influential figures, having organized meals with the Hermes and Fendi families.
Sometimes, her clients seek comfort rather than extravagance. When Bush visited Ethiopia, she ensured he had peanut butter and non-alcoholic beer on hand, with a warm welcome from local children wearing Texas Rangers caps.
“My genuine care for people drives my work,” India stated. She prides herself on connecting with a wide range of people to uncover the most intriguing options for her clients, believing that authentic experiences are just as valuable as luxury ones.