Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, driven by the belief that she could succeed through persistence and creativity. Early on, she faced skepticism from her husband as she received inquiries about travel from strangers, despite having no clients to speak of. She would respond, “Sorry, we’re fully booked this season with high-net-worth individuals,” even though her client list was non-existent.
Fast forward sixteen years, and India’s strategy has proved successful. Today, her clientele includes notable figures such as former President George W. Bush and celebrities like Mariah Carey. Her services cater to high-net-worth individuals earning over $100 million annually, individuals who often have access to numerous resources. So what unique value does India offer her clients?
India believes the secret lies in her personal approach. Although her clients possess significant power and networks, she emphasizes the importance of empathy and understanding human needs. Drawing on her experience as a server, she knows how to connect with people and values that personal touch in her work.
Sienna Charles is equipped with an extensive network that includes over 2,000 contacts within the hospitality industry, ranging from luxurious hotels to exclusive restaurants. This web of relationships allows India to curate exceptional travel and dining experiences for her clients.
Understanding her clients’ aspirations is key to her service. “They see their vision but lack the tools, time, and access to bring it to life,” she explains. India excels at grasping her clients’ desires through minimal input and executing that vision effectively.
Her goal is not just to secure reservations at exclusive venues but to ensure that the overall experience is fulfilling. For instance, she chooses not to promote certain famous restaurants simply because they are popular. Instead, she prioritizes unique experiences, such as organizing a candlelight dinner in Versailles or brunch atop the Arc de Triomphe.
India also provides opportunities for her clients to meet influential personalities, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome. Sometimes, the needs are simpler; when Bush visited Ethiopia, she arranged for him to enjoy familiar comforts like peanut butter and non-alcoholic beer, alongside local children wearing Texas Rangers caps to greet him.
“I genuinely care about people,” India states as she reflects on her daily interactions, which range from conversations with cab drivers to restaurant staff. For her clients, she aims to deliver authentic experiences that transcend mere luxury.