When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge service, in 2008, she was determined to succeed through sheer determination and creativity.
Reflecting on the early days, India recounted that her husband doubted her approach when they received inquiries from potential customers who had seen articles highlighting her work. “I would tell them, ‘I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’ even though I had no clients,” she shared.
Fast forward sixteen years, and India’s method has proven effective. She now caters to a selective clientele featuring world leaders, such as former President George W. Bush, and celebrities like Mariah Carey. Her services are primarily aimed at clients with annual incomes surpassing $100 million – individuals who seemingly have access to everything. So, what unique offerings does India provide?
According to India, the key lies in genuine care and connection. “My clients are more powerful than I am, and know many influential people. However, that’s not what drives results. It’s about leading from the heart,” she emphasized. Drawing on her experience as a server for five years, she understands the importance of personal connection and attentiveness to her clients’ needs.
Sienna Charles has cultivated a vast network, a “black book” containing over 2,000 relationships across the hospitality industry, including luxury yachts, high-end hotels, and gourmet restaurants. This extensive relationship-building capacity allows India to curate exceptional travel and dining experiences for her clientele.
“They articulate their aspirations, and while they envision them, they often lack the tools or time to actualize those dreams,” India explained. “One of my strengths is interpreting that vision quickly and delivering it efficiently.”
Moreover, India aims to provide her clients with meaningful experiences, not just access to glamorous venues. Critically assessing renowned establishments, she mentioned, “I don’t think French Laundry in Napa is that exciting,” indicating that her preference is for a restaurant like Single Thread Farms, which she finds far more intriguing.
India’s focus on personalized experiences often results in unique events, such as orchestrating a candlelight dinner in Versailles or arranging brunch on the Arc de Triomphe. She also emphasizes the value of memorable encounters with notable figures, having facilitated meals with the Hermes and Fendi families.
At times, her clients’ requests are simpler yet equally thoughtful. During a trip to Ethiopia, she ensured that President Bush had familiar comforts, including peanut butter and non-alcoholic beer, and was welcomed by local children wearing Texas Rangers baseball caps.
India asserts, “I genuinely care about people.” Her daily routine involves conversations with everyone from taxi drivers to restaurant staff, which enrich her understanding of unique opportunities for her clients. “The world encompasses more than luxury; my clients seek authentic experiences that capture the richness of life.”