When Jaclyn Sienna India founded her travel concierge service, Sienna Charles, in 2008, she aimed to succeed through a strategy of confidence and persistence. Initially facing skepticism, even from her husband, she managed to attract inquiries from potential clients despite not having any at the time. She would tell them, “We’re sold out this season with high-net-worth people,” even though she had no clients.
Fast forward sixteen years, and her strategy has proven effective. India now serves high-profile clientele, including former President George W. Bush and celebrities like Mariah Carey, all of whom earn over $100 million annually. Her services cater to individuals who seem to have it all, leading to the question: what does India offer that they cannot arrange themselves?
India believes that success lies in the personal touch she brings to her services. “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she says, drawing from her five years as a server before starting her business. She emphasizes the importance of understanding people and their needs.
Sienna Charles features an extensive network of over 2000 contacts in the hospitality sector, which allows India to craft unique travel and dining experiences. She explains that her clients often have visions of what they want to achieve but lack the tools or time to realize those ambitions. India excels in interpreting their wishes and bringing them to life.
However, her focus is not merely on providing access to exclusive venues; it’s about ensuring that each experience is meaningful. For instance, she chooses not to recommend widely celebrated destinations like the French Laundry restaurant in Napa, suggesting instead that experiences at places like Single Thread Farms are more compelling.
The bespoke services India provides often result in extraordinary events, such as a candlelight dinner in Versailles or a brunch atop the Arc de Triomphe. She often arranges for her clients to dine with notable personalities, having facilitated meals with the Hermes and Fendi families.
Sometimes, her clients seek more down-to-earth comforts. When Bush traveled to Ethiopia, for example, she made sure he had peanut butter and non-alcoholic beer, complete with a warm welcome from children wearing Texas Rangers hats.
Ultimately, India prioritizes genuine connections and authentic experiences over mere luxury. She actively engages with diverse individuals, from cab drivers to restaurant staff, to ensure she offers the most interesting options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything,” she affirms, reflecting her commitment to delivering meaningful adventures.