When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she focused on creating an image of success before achieving it.
Initially, India faced skepticism from her husband as they received inquiries from potential clients who claimed to have read about her services. She often had to feign busyness, stating that her offerings were fully booked with high-net-worth clients, despite having none at the time.
Fast forward sixteen years, and that initial strategy has proven successful. India now caters to an elite clientele, including former President George W. Bush and celebrities such as Mariah Carey. Her services are exclusive to individuals with annual earnings exceeding $100 million. So what sets India apart in providing services for those who seemingly have everything?
According to India, while her clients may hold significant power and connections, the key to her business is genuine care and attentiveness. Having worked as a server for five years, she understands the nuances of customer service and the importance of fostering relationships.
Sienna Charles features an extensive network, or “black book,” of over 2,000 contacts throughout the hospitality sector, which allows India to create extraordinary travel and dining experiences tailored to her clients’ needs.
“I help my clients articulate their visions and respond creatively, providing them with experiences they may not have the time or resources to arrange themselves,” she stated.
India emphasizes that her mission goes beyond just accessing high-profile venues; she aims to ensure her clients’ experiences are meaningful. For instance, while she could secure reservations at the acclaimed French Laundry restaurant, she prefers to offer alternatives that she feels create more value, such as Single Thread Farms.
Her approach often results in unique events, including a candlelight dinner at Versailles and a brunch on the Arc de Triomphe. Moreover, India’s service extends beyond dining to include personal connections, such as arranging breakfasts with the Hermes family or lunches with the Fendi family in Rome.
However, her clients’ requests can sometimes be quite simple. When Bush visited Ethiopia, she ensured he felt at home with familiar comforts like peanut butter and non-alcoholic beer, alongside local children donning Texas Rangers caps to greet him.
“I genuinely care about people,” India said. She prides herself on thorough communication, engaging with everyone from cab drivers to restaurant staff, to discover the most authentic options for her clients, proving that luxury is not the sole focus—authentic experiences are equally valued.