When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she aimed to make her venture a success despite initially lacking clients.
Reflecting on her early days, India recalled how her husband thought she was misguided when potential clients would call, expressing interest in trips after reading about her services. She would tell them that her schedule was booked solid with high-net-worth individuals, even though she had no clients at that time.
Fast forward sixteen years, and India’s strategy of perseverance has paid off. Her clientele now includes prominent figures, such as former President George W. Bush and celebrities like Mariah Carey. She caters to individuals with an annual income exceeding $100 million, which means her services are reserved for those who are already affluent. So, what distinguishes Sienna Charles from other luxury travel services?
India asserts that her success lies not in connections alone but in genuine care for her clients. Drawing from her five years of experience as a server, she understands the nuances of what people desire. She emphasizes the importance of attentiveness and empathy in her dealings.
Sienna Charles is supported by an extensive network of over 2,000 contacts in the hospitality industry, including yachts, hotels, and upscale restaurants. This relationship-building approach allows India to craft unique travel experiences tailored to her clients’ desires.
“My clients have their goals in mind, but they often lack the means, time, or creativity to achieve them,” India stated. “One of my strengths is grasping that vision from just a few words and bringing it to life for them.”
However, India’s mission extends beyond simply securing access to elite venues; she aims to ensure that the experiences are truly meaningful. She does not promote dining at renowned restaurants if she doesn’t believe the experience is worthwhile. For instance, she finds another restaurant, Single Thread Farms, to be far more intriguing than the three-Michelin-star French Laundry.
With her focus on personalizing the client experience, she often arranges exceptional events. In one instance, she set up a candlelight dinner in Versailles, and in another, a brunch on the Arc de Triomphe.
“We like to combine dining with opportunities to meet fascinating individuals,” India noted, citing past breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Yet, sometimes her clients’ requests are quite simple. During one trip to Ethiopia with Bush, she ensured he felt at home by providing him with peanut butter and non-alcoholic beer, and organizing a warm welcome from children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India explained. She dedicates her time to engaging with a diverse array of individuals—from taxi drivers to restaurant staff—to discover unique options that go beyond luxury. “The world is not just about opulence. It’s about authentic experiences, and that’s what my clients seek.”