In 2008, Jaclyn Sienna India launched Sienna Charles, her upscale travel concierge service, with a determination to succeed despite lacking clients initially. She recalls how her husband doubted her vision, as she received inquiries from potential clients inspired by media articles, only to respond with fabricated stories about being fully booked.
Fast forward sixteen years, and India’s strategy has transformed into a remarkable success, with high-profile clients that include global leaders and celebrities like Mariah Carey. Her clientele typically generates over $100 million annually, consisting of individuals who appear to have it all. However, India emphasizes her unique offerings, which go beyond what her clients could accomplish on their own.
Her approach revolves around personalized service, where she connects deeply with each client. “It’s care. It’s leading from the heart,” she notes, drawing on her previous experience as a server to understand and anticipate her clients’ needs. Her extensive network, a “black book” of over 2,000 contacts in the hospitality industry, allows her to craft exclusive travel and dining experiences.
India explains that her clients often have a vision for their experiences, but lack the resources or creativity to realize them. She prides herself on interpreting their ideas and bringing them to life. Importantly, her goal is not just to provide access to glamorous locations but to ensure that the entire experience holds genuine value.
For instance, although notable gourmet establishments like French Laundry receive accolades, India prefers to recommend restaurants that she believes offer more intriguing experiences, such as Single Thread Farms. Her arrangements often feature unique events, such as a candlelight dinner in Versailles or brunch atop the Arc de Triomphe.
In her efforts to deliver authentic experiences, India sometimes focuses on simpler requests. When arranging a trip for former President Bush to Ethiopia, she catered to his comforts by providing peanut butter and non-alcoholic beer, with children welcoming him in Texas Rangers caps.
“I genuinely care about people,” India concludes, highlighting her commitment to discovering engaging options for her clients, whether through conversations with locals or exploring beyond luxury. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”