When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she approached the business with determination and optimism, believing in the adage of “fake it until you make it.”
Initially, her husband doubted her strategy. India recounted receiving calls from potential clients interested in travel options, yet at the time, she had no actual clientele to offer services to. She would respond that her services were fully booked for the season with high-net-worth individuals.
However, fast forward sixteen years, and India’s initial strategy has paid off significantly. She now boasts a clientele that includes prominent world leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Her services cater to clients with annual earnings exceeding $100 million, individuals accustomed to luxury and exclusivity. So, what does India offer that her clients cannot achieve on their own?
India emphasizes that while her clients may be influential, what truly drives success in her business is care and genuine connection. Drawing from her experience as a server for five years prior to starting her company, she understands the importance of personal attention and the nuances of human interaction.
Sienna Charles features an extensive network, or “black book,” containing over 2,000 industry connections among hotels, yachts, and high-end restaurants. This vast network allows India to craft unique travel and dining experiences for her clients.
“Clients often have a vision of what they want but lack the means or creativity to realize it. I have a knack for grasping that vision in just a few words and bringing it to fruition,” India explained.
Her goal extends beyond merely providing access to prestigious venues; she strives to ensure that the overall experience is truly meaningful. For instance, she expresses skepticism about the allure of certain renowned establishments like French Laundry in Napa, opting instead to recommend more intriguing dining experiences, such as Single Thread Farms.
India focuses on delivering personalized experiences rather than just luxurious ones. She has organized extraordinary events, including a candlelit dinner in Versailles and a brunch on the Arc de Triomphe.
Additionally, India often arranges culinary experiences that allow her clients to mingle with notable figures, such as having breakfast with the Hermes family or lunchtime meetings with the Fendi family in Rome.
Yet, she understands that sometimes her clients crave simpler comforts. When arranging travel for Bush to Ethiopia, she made sure he had favorite snacks like peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India shares. She invests her time connecting with everyone from cab drivers to restaurant staff, seeking out the most intriguing options for her clients. She recognizes that the world of travel encompasses more than just luxury; it’s about authentic experiences that resonate on a personal level.