In 2008, Jaclyn Sienna India established Sienna Charles, a boutique travel concierge service, fueled by her determination to thrive despite initial challenges. Early in her venture, she often misled callers interested in high-profile travel, claiming her services were fully booked when she actually had no clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now caters to a clientele that includes notable world leaders and celebrities, charging those who earn over $100 million annually. With such affluent clients, the question arises: what unique offerings does India provide that they cannot secure themselves?
India believes the heart of her business lies in personalized care and understanding. Drawing from her past experience as a server, she emphasizes the importance of truly connecting with clients. “It’s care. It’s leading from the heart,” she states, highlighting that effective service transcends mere connections and status.
Her expansive network includes over 2,000 contacts in the hospitality sector, allowing her to orchestrate bespoke travel and dining experiences. Clients often share their visions with her, and India prides herself on grasping their needs quickly and creatively.
While she is capable of securing reservations at high-end restaurants, her focus is on authenticity rather than mere luxury. India notes her disinterest in promoting highly acclaimed venues like the French Laundry, suggesting instead lesser-known yet unique dining experiences.
Her work is characterized by exclusive arrangements. For instance, she once set up a candlelight dinner in Versailles and orchestrated a brunch on the Arc de Triomphe. Additionally, she aims to integrate memorable encounters with influential figures into dining experiences, including meals with prominent families linked to luxury brands.
At times, her clients seek simpler comforts, as demonstrated by her assistance to former President George W. Bush during a visit to Ethiopia, ensuring he had familiar food options like peanut butter and a non-alcoholic beer, while also arranging a warm local welcome.
India’s genuine passion for connecting with people drives her approach. She engages with various individuals, from drivers to restaurant staff, to uncover authentic experiences for her clients. Ultimately, she believes that true luxury entails a rich tapestry of experiences, not just opulence.