When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, she adopted a “fake it until you make it” mentality. Initially, she faced skepticism from her husband as she received inquiries about travel services, despite having no actual clients. She would tell potential customers that her service was fully booked by high-net-worth individuals, even though she had yet to establish a clientele.
Fast forward sixteen years, and India’s strategy has proven successful. She now services high-profile clients, including world leaders and celebrities like Mariah Carey, all of whom earn over $100 million annually. This elite group typically has extensive resources, so what makes her services unique?
India emphasizes the importance of genuine care and emotional connection in her work. Drawing on her experience as a server, she has developed a keen understanding of her clients’ needs and desires. Her extensive network—referred to as her “black book”—contains over 2,000 contacts within the hospitality sector, including luxurious yachts, exclusive hotels, and fine dining establishments. This network allows her to curate unique travel experiences tailored to her clients.
She excels in interpreting her clients’ visions and translating them into memorable experiences, even if they require some creativity and access to exclusive arrangements. India’s goal extends beyond offering lavish venues; she prioritizes ensuring that each experience is meaningful and genuinely enjoyable.
For instance, she has bypassed highly regarded Michelin-starred restaurants in favor of more unique dining experiences, such as arranging a candlelight dinner at Versailles and a brunch on the Arc de Triomphe. Additionally, she often integrates personal interactions with influential figures into her clients’ dining experiences.
Sometimes, her clients’ requests are straightforward. For example, when former President George W. Bush visited Ethiopia, she ensured he had familiar comforts, like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by children wearing Texas Rangers hats.
India underscores her commitment to providing authentic experiences, recognizing that luxury encompasses more than just opulence. By engaging with various individuals—from cab drivers to restaurant staff—she curates trips that offer her clients genuine and diverse experiences beyond the conventional luxury narrative.