When Jaclyn Sienna India established Sienna Charles, a boutique travel concierge service, in 2008, she was committed to initially projecting success.
In her early days, she often received calls from prospective clients interested in trips to popular destinations like Disney. Though she had no actual clients at the time, she would tell them that her services were fully booked with high-net-worth individuals.
Fast forward sixteen years, and that initial strategy has proven successful. India now caters to numerous high-profile clients, including former President George W. Bush and celebrities such as Mariah Carey. Her clientele consists of individuals with annual incomes exceeding $100 million, people who have access to many resources. So, what unique offerings does India provide that they cannot arrange themselves?
According to India, the key is not who her clients know but rather the personal care and attention she provides. Her previous experience as a server equipped her with the ability to understand people’s needs and preferences, which she considers essential in her line of work.
Sienna Charles has a vast network of over 2,000 relationships within the hospitality sector, covering everything from yachts to luxury hotels and fine dining. This extensive network allows India to create unique travel and culinary experiences that meet her clients’ desires.
India emphasizes that her role involves understanding her clients’ visions, even if they are only articulated with a few words, and turning those ideas into reality. However, her aim is not merely to gain access to exclusive venues but to ensure that the experiences are meaningful and valuable.
For instance, she does not promote the ultra-famous French Laundry restaurant in Napa, as she finds it lacks excitement compared to other options, like Single Thread Farms.
India’s services often result in exceptional experiences, such as arranging a candlelit dinner at Versailles or a brunch on the Arc de Triomphe. She also integrates unique opportunities for her clients to meet influential figures, organizing breakfasts with the Hermes family or lunches with the Fendi family in Rome.
Occasionally, her clients request simpler comforts. For example, when Bush visited Ethiopia, she ensured he had familiar foods like peanut butter and non-alcoholic beer, and he was welcomed by local children wearing Texas Rangers caps.
India expresses a genuine passion for helping people and dedicates her day to conversing with various individuals, from taxi drivers to restaurant staff, in search of the most intriguing experiences for her clients. She believes that the essence of travel encompasses more than luxury; it is about authentic experiences.