When Jaclyn Sienna India established Sienna Charles, her upscale travel concierge service, in 2008, she was committed to creating a successful business, even before she had built a client base.
India recounted how initially, her husband doubted her venture as they received calls from potential clients expressing interest in common experiences, to which she would respond that her services were fully booked with high-net-worth individuals. At that time, however, she had no clients at all.
Fast forward sixteen years, and her strategy of perseverance has proven fruitful. India now caters to a host of high-profile clients, including prominent world leaders and celebrities, like Mariah Carey. Her clientele typically includes individuals with an annual income exceeding $100 million, which presents unique challenges since these clients already possess immense resources.
India emphasizes that her role stems from the emotional investment she makes in her work. Drawing from her five years of experience as a server, she understands the intricacies of customer satisfaction and believes that genuine care is what distinguishes her services.
Sienna Charles boasts a comprehensive list of over 2,000 industry connections in luxury accommodations, from yachts to upscale restaurants. This extensive network allows her to curate distinctive travel and dining experiences for her clients.
She describes her approach as intuitive, where clients convey their desires, and she interprets those visions into tangible experiences. India notes, however, that her focus extends beyond merely securing access to opulent venues; she aims to create meaningful experiences for her clients.
For instance, while she could gain access for clients to the renowned French Laundry in Napa Valley, she believes that alternative dining experiences, such as those at Single Thread Farms, provide greater value.
India often crafts unique events for her clients, such as organizing a candlelight dinner at Versailles or a brunch atop the Arc de Triomphe. Additionally, she integrates social encounters into dining experiences, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, her attention to her clients’ needs can sometimes manifest in simpler requests; for example, during a trip to Ethiopia, she ensured former President George W. Bush had his preferred snacks, such as peanut butter and non-alcoholic beer, and arranged for a warm greeting by local children wearing Texas Rangers caps.
Ultimately, India conveys her deep care for people. She actively engages with taxi drivers and restaurant staff, searching for the most intriguing experiences for her clients, and insists that the offerings go beyond mere luxury, highlighting the importance of authentic experiences.