When Jaclyn Sienna India launched her upscale travel concierge business, Sienna Charles, in 2008, she embraced the mindset of “fake it until you make it.” In the beginning, she faced skepticism from those close to her, especially her husband, as she often received inquiries from potential clients interested in travel plans to popular destinations like Disney and New Jersey. At that time, she had no real clients but would tell them her services were fully booked with high-net-worth clientele.
Fast forward sixteen years, India’s strategy has proven successful. She now counts numerous influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clients, who are all earning over $100 million annually. The question arises: what unique services does she offer that these high-profile individuals can’t access themselves?
India highlights the importance of care and personal connection in her business. Having worked as a server for five years prior to starting her venture, she understands how to connect with people and what drives them. She believes that attentiveness and genuine concern for her clients are crucial aspects of her service.
Sienna Charles is backed by an extensive network of over 2,000 connections in the hospitality sector, including luxury yachts, exclusive hotels, and fine dining establishments. This vast network allows India to craft personalized travel and dining experiences that cater specifically to her clients’ desires.
According to India, her clients often have a vision of their desired experience but lack the necessary tools, time, access, or creativity to realize it. She prides herself on her ability to grasp their intentions and effectively bring them to fruition.
India is not just focused on booking glamorous or exclusive venues for her clients; she aims to ensure that their overall experience is genuinely meaningful. For instance, while she could arrange reservations at French Laundry, a three-Michelin star restaurant in Napa, she prefers to highlight what she considers more unique opportunities, such as the offerings at Single Thread Farms.
She often orchestrates extraordinary experiences for her clients, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, she creates special moments by facilitating meals with notable figures, including breakfast with the Hermes family and lunch with the Fendi family in Rome.
However, she also recognizes that sometimes her clients have simpler needs. For instance, when Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
India emphasizes her deep care for people and the importance of creating authentic experiences. She dedicates her time to engaging with various individuals she encounters, from cab drivers to restaurant staff, in order to uncover the most intriguing options for her clientele. Her philosophy is that meaningful experiences extend beyond luxury and include diverse, authentic interactions.