When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was committed to creating an illusion of success until she could genuinely achieve it.
Initially, India’s husband doubted her ambitions as they received inquiries from potential clients interested in travel experiences. “I was telling them that we were fully booked with high-net-worth clients,” she recounted, despite not having any clients at the time.
Fast forward sixteen years, and India’s strategy has paid off. She now counts numerous high-profile individuals among her clientele, including former President George W. Bush and celebrity Mariah Carey. Her services cater exclusively to clients earning over $100 million annually – individuals who seemingly have it all. So, what does India offer that these wealthy clients cannot arrange themselves?
India emphasizes the importance of genuine care and connection in her service. “My clients are incredibly powerful and connected, but that doesn’t always deliver results. What matters is care, and leading from the heart,” she stated. With five years of experience as a server prior to establishing her business, she brings a unique understanding of human needs and preferences.
Sienna Charles is well-connected, boasting an extensive network of over 2,000 relationships within the hospitality sector, which enables her to craft exclusive travel and dining experiences tailored to her clients’ desires. “My clients articulate their goals, but they often lack the tools, time, and creativity to achieve them. One of my strengths is grasping that vision quickly and executing it,” India shared.
However, her aim isn’t merely to secure reservations at the most opulent venues; she prioritizes ensuring that the overall experience is truly valuable. For instance, she believes that the famed French Laundry restaurant in Napa isn’t particularly exciting and instead promotes more intriguing options like Single Thread Farms.
India focuses on delivering bespoke and memorable experiences for her clients. Experiences she has arranged include a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. She also enjoys pairing meals with engaging personalities, organizing breakfasts with the Hermes family and lunches with the Fendi family.
Occasionally, her clients look for simpler comforts. When Bush visited Ethiopia, she arranged for his favorite snacks, including peanut butter and non-alcoholic beer, and ensured that he was welcomed by children wearing Texas Rangers baseball caps.
“I have a genuine concern for people,” India remarked, explaining that she engages in conversations with everyone from cab drivers to restaurant staff to find authentic experiences for her clients. “The world encompasses more than luxury; it’s about authentic experiences, and that’s exactly what my clients seek.”