When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, her strategy was to project success even before it materialized. Initially, she faced skepticism from her husband as she would take calls from potential clients expressing interest in travel, despite having no actual clients to serve.
Over the past sixteen years, India’s approach has proven effective as she has since amassed a clientele that includes high-profile individuals, such as former President George W. Bush and singer Mariah Carey. Her exclusive services are tailored for clients with annual incomes exceeding $100 million, a demographic that already enjoys abundant resources. So, what unique offerings does India provide?
According to India, while her clients may hold significant power and connections, success in their pursuits often comes down to genuine care and attention. Drawing from her experience as a server for five years prior to launching her business, India emphasizes the importance of understanding and addressing the needs of her clients.
Sienna Charles has cultivated an extensive network, referred to as a “black book,” consisting of over 2,000 contacts within the hospitality industry. This network enables her to curate special travel and dining experiences for her clientele.
India highlights her skill in interpreting her clients’ visions, often grasping their desires with minimal direction, and bringing those ideas to life. For her, the aim goes beyond simply securing access to luxurious events; it’s about ensuring that the experiences are truly meaningful.
For example, India does not consider the renowned French Laundry restaurant in Napa particularly exciting, opting instead to recommend other venues that she finds more intriguing, such as Single Thread Farms.
Her focus on providing personalized and unique experiences has led to memorable events, such as arranging a candlelight dinner in Versailles and a brunch atop the Arc de Triomphe. She also incorporates social interactions, having arranged meals with notable figures, including family members of luxury brands like Hermes and Fendi.
However, India’s services also cater to simpler desires. During a trip to Ethiopia with President Bush, she ensured he had familiar comforts, such as peanut butter and non-alcoholic beer, and arranged for children to greet him wearing Texas Rangers baseball caps.
India expresses her dedication to genuinely caring for people, stating that she engages with everyone from cab drivers to restaurant staff to discover the most intriguing options for her clients. Her philosophy underscores that authentic experiences encompass much more than luxury, capturing a broader spectrum of life’s offerings.