In 2008, Jaclyn Sienna India launched Sienna Charles, a boutique travel concierge, with a bold approach to establishing her business reputation. Initially, she would tell potential clients that she was fully booked, despite having no actual clientele at the time.
Fast forward sixteen years, and her strategy has proved successful. India now counts notable figures, including former President George W. Bush and celebrities like Mariah Carey, among her clients. She caters exclusively to ultra-high-net-worth individuals, typically those with annual earnings exceeding $100 million. What sets India apart is her ability to provide experiences that go beyond standard offerings.
She emphasizes that her clients often have considerable power and connections but lack the personal touch and understanding necessary to create truly memorable experiences. Drawing from her five years as a server, India focuses on the importance of caring for her clients and understanding what makes them tick.
India has built an extensive “black book” containing over 2000 contacts within the hospitality sector, including yachts, hotels, and gourmet restaurants. This network allows her to craft unique travel and dining experiences tailored to her clients’ needs.
India ensures her services are not only about accessing luxurious venues but also about delivering meaningful experiences. For instance, she offers alternatives to widely acclaimed restaurants, believing that some lesser-known options can provide more exciting culinary adventures.
Her crafted experiences range from a candlelit dinner at Versailles to brunch on the Arc de Triomphe. Additionally, she arranges unique encounters with influential personalities, such as meals with the Hermes and Fendi families.
At times, her clients request simpler comforts. During a trip to Ethiopia, she ensured that former President Bush had his favorite peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers hats.
India’s commitment to truly understanding her clients extends to conversations with various locals to discover the most intriguing options available. Her philosophy is that authentic experiences encompass a broader spectrum than mere luxury, addressing her clients’ desires for genuine encounters.