When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she had a strategy that involved creating an image of success even before achieving it.
During the early days, India faced skepticism, including from her husband, due to the calls she received from potential clients who mentioned reading about her work, expressing interest in trips to places like Disney or New Jersey. She often had to tell them that her services were fully booked, even though she had no actual clients at the time.
Fast forward sixteen years, and her approach has borne fruit. India now counts several high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. She caters exclusively to clients earning over $100 million annually, individuals who already possess considerable resources. So, what unique services does India offer that her clients cannot access themselves?
India emphasizes that while her clients are influential and well-connected, achieving their desires often requires a personal touch. She believes that empathy and attentiveness form the bedrock of her service. With a background as a server for five years, she has learned to understand human needs and underscores the importance of paying genuine attention to her clients.
Sienna Charles is powered by a vast network of over 2,000 relationships within the hospitality sector, including connections with yachts, hotels, and fine dining establishments. This network allows India to curate exceptional travel and dining experiences tailored specifically to her clients’ needs.
“My clients articulate their goals, but they often lack the means or creativity to bring those visions to life,” India explained. “One of my strengths is capturing that vision with minimal input and translating it into reality.”
However, India aims for her clients to have enriching experiences that go beyond simple luxury and exclusivity. For instance, she doesn’t promote the renowned French Laundry restaurant in Napa, finding it less engaging than lesser-known venues she values more highly, like Single Thread Farms.
Her bespoke services often result in extraordinary experiences, such as organizing a candlelit dinner in Versailles or a brunch atop the Arc de Triomphe. India also pairs culinary experiences with interactions with notable personalities, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Yet, sometimes her clients seek more fundamental comforts. When Bush visited Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer, along with a warm welcome from local children in Texas Rangers caps.
“I truly care about people,” India reflected. She dedicates her day to engaging with everyone from cab drivers to restaurant staff, seeking the most intriguing options for her clientele. “The world encompasses more than just luxury; it’s about authentic experiences and meaningful connections.”