When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she adopted a “fake it until you make it” mentality.
Reflecting on her early days, India shared that her husband doubted her decisions as they received inquiries from potential clients who had read her articles. She would respond, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” although she had no clients at that time.
Fast forward sixteen years, and India’s strategy has clearly paid off. Her client roster now includes several world leaders, such as former President George W. Bush, and prominent figures like Mariah Carey. Her focus is primarily on individuals earning over $100 million annually—those who seem to have it all. So, what unique services does India offer that her high-profile clients can’t access themselves?
India noted that while her clients wield considerable influence and connections, what distinguishes her is her personalized care and attention. Drawing from her experience as a server for five years, she has a keen understanding of what makes people tick, emphasizing that genuine care is essential to her work.
Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, covering everything from luxury yachts and hotels to premier dining establishments. Through these connections, India crafts bespoke travel and dining experiences tailored to her clients’ visions.
She described her ability to interpret a client’s wishes, often gleaned from just a few words, and transform them into unforgettable experiences. India points out that her aim isn’t solely to secure reservations at exclusive venues but also to ensure the experiences are meaningful.
For instance, she expressed her lack of enthusiasm for the famed French Laundry restaurant, opting instead to promote dining experiences she deems more interesting, like the offerings at Single Thread Farms.
India prides herself on delivering unique experiences for her clients, which has included organizing a candlelight dinner in Versailles and brunch atop the Arc de Triomphe. Her services also extend to arranging meals with notable personalities, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, she understands that sometimes her clients’ requests can be surprisingly simple. When Bush visited Ethiopia, she made sure he had peanut butter and non-alcoholic beer on hand, complemented by a welcoming committee of children donning Texas Rangers baseball caps.
“I genuinely care about people,” India remarked, illustrating her approach of engaging with everyone she encounters, from cab drivers to restaurant staff, to discover the most intriguing options for her clients. She understands that the essence of her work encompasses more than just luxury; it’s about providing authentic, enriching experiences.