Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008 with the motto of “fake it until you make it.” Initially facing skepticism from her husband, who thought she was naive as she took calls from potential clients interested in trips to places like Disney and New Jersey, India was transparent about her lack of clients at the time.
Fast forward sixteen years, and her strategy has proven effective. India now caters to high-profile clients, including world leaders such as former President George W. Bush and celebrities like Mariah Carey, all of whom have annual incomes exceeding $100 million. The key question is: what unique offerings does India provide that her clients cannot arrange on their own?
India emphasizes that while her clients are often more influential than she is, it is her personalized care and emotional intelligence that sets her services apart. Drawing on her experience as a server, she understands the nuances of client desires, and believes that truly attending to their needs is essential.
Her extensive connections—over 2,000 relationships spanning the hospitality sector, which includes yachts, hotels, and high-end restaurants—allow her to create bespoke travel experiences. She interprets her clients’ visions, often articulated in just a few words, and delivers them with precision.
India’s philosophy focuses not solely on providing luxury, but also ensuring that her clients have meaningful experiences. For instance, she prefers to recommend unique venues over well-known, but conventional choices. She admits that while she could secure reservations at high-profile places like French Laundry in Napa, she views dining experiences at establishments like Single Thread Farms as much more compelling.
Her clients often enjoy extraordinary, personalized events. One notable arrangement was a candlelit dinner in Versailles, while another involved brunch on the Arc de Triomphe. In addition to exclusive meals, India also facilitates interactions with notable figures; her clients have breakfast with the Hermes family and lunch with the Fendi family in Rome.
However, not all requests are extravagant. When former President Bush visited Ethiopia, she made sure he felt at home by providing him with peanut butter and non-alcoholic beer, complemented by the sight of children wearing Texas Rangers baseball caps.
India’s commitment to her clients reflects her belief in the importance of authenticity. She routinely engages with a wide range of individuals—from cab drivers to restaurant staff—to uncover interesting and diverse experiences for her clients, proving that true value lies beyond mere luxury.