In 2008, Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, with a strategy of projecting success even without a client base. At the time, her husband questioned her ambitions as they frequently received inquiries from potential customers. India would skillfully navigate these requests by claiming to be fully booked with high-net-worth individuals, despite not having any clients at the time.
Fast forward sixteen years, and India’s strategy has paid off. She now serves a roster of clients that includes prominent figures such as former President George W. Bush and celebrity icons like Mariah Carey. Her clientele typically consists of individuals earning over $100 million annually—affluent people who seemingly have access to everything. So what sets India apart in providing her services?
India emphasizes the importance of personalized care and genuine connection. “My clients are more powerful than me, but that doesn’t get things done. It’s care. It’s leading from the heart,” she explains. Her prior experience as a server has equipped her with insights into people’s desires and needs. She believes that being attentive and caring is crucial in her profession.
Sienna Charles maintains an extensive “black book” of over 2,000 contacts within the hospitality industry, encompassing yachts, hotels, and upscale restaurants. This network enables India to create distinctive travel and dining experiences tailored to her clients’ visions.
“My clients articulate what they’re trying to achieve; they can envision it but often lack the necessary resources,” India notes. She prides herself on her ability to interpret their aspirations and bring those ideas to life.
Her focus extends beyond merely securing reservations at luxurious venues; India prioritizes ensuring that the overall experience is meaningful. For instance, she is not fond of the famed French Laundry in Napa, believing that alternatives like Single Thread Farms offer a more engaging experience.
India curates unique events, including a candlelight dinner in Versailles and brunch on the Arc de Triomphe. Additionally, she often combines meals with encounters with notable personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her services cater to simpler comforts. While in Ethiopia, she ensured that George W. Bush had his favorite peanut butter and non-alcoholic beer, with local children greeting him in Texas Rangers caps.
“I genuinely care about people,” India says, highlighting her daily interactions with various individuals from cab drivers to restaurant staff in order to uncover the most intriguing opportunities for her clients. “Luxury is just one aspect; my clients crave authentic experiences.”