When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was committed to making a name for herself despite initial challenges.
In the early days, India recalled how her husband doubted her ambitions as clients made inquiries based on her supposed reputation. “Oh, I saw your article. I’d love to go to Disney,” people would say, prompting her to respond with fabricated claims of being fully booked and catering exclusively to high-net-worth individuals, all while she had no actual clients.
Fast forward sixteen years, and India’s perseverance has paid off significantly. She now caters to an elite clientele that includes former world leaders like George W. Bush and celebrities such as Mariah Carey. Her services are designed for those earning over $100 million annually, individuals who seemingly have access to everything. So how does India stand out in this competitive landscape?
According to India, her approach centers on genuine care and personal connections rather than mere access to exclusive events. Drawing from her experience as a server, she emphasizes understanding people’s needs. “It’s leading from the heart,” she states, highlighting how attentiveness to her clients’ desires is crucial.
Sienna Charles holds an extensive network of over 2,000 contacts within the hospitality sector, encompassing luxury hotels, yachts, and high-end restaurants. This network enables India to craft unique travel and dining experiences tailored to her clients.
“My clients describe their vision, and I interpret that, delivering exactly what they aim for,” she explained, emphasizing her knack for quickly grasping their desires and making them a reality.
Her aim isn’t only to provide access to exclusive venues but also to enrich the overall experience. For instance, while she could arrange dining at the renowned French Laundry, she prefers to promote what she finds to be more exciting options, such as Single Thread Farms.
India’s offerings frequently include unique experiences, such as organizing a candlelit dinner at Versailles or a brunch on the Arc de Triomphe. Additionally, she curates special gatherings that connect clients with influential figures, such as the Hermes and Fendi families.
However, sometimes her clients prefer more straightforward comforts. When arranging travel for former President Bush to Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India remarked, adding that she values her interactions with everyone from cab drivers to restaurant staff, searching for authentic options for her clientele. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”