In 2008, Jaclyn Sienna India launched Sienna Charles, her travel concierge service, with a determination to succeed through confidence and perception. In the early days, she often found herself in situations where she had to create the illusion of a busy concierge service, despite not having any clients. She recalls how her husband doubted her as they received interest from potential customers wanting weekend trips or visits to Disney, while in reality, she had no bookings.
Fast forward sixteen years, and India’s strategy has proven effective. She now caters to a prestigious clientele that includes former President George W. Bush and famous personalities like Mariah Carey. Her clients are typically high earners, with annual incomes exceeding $100 million – individuals who seemingly have access to everything. So, what unique offerings does she provide?
India emphasizes that her approach is rooted in genuine care. She highlighted that, despite her powerful clients’ extensive networks, success often hinges on heartfelt service. Drawing from her background as a server, she has cultivated an understanding of her clients’ desires. By listening closely and expressing empathy, she creates tailored experiences that resonate deeply with them.
Sienna Charles features an impressive “black book” of over 2,000 contacts within the luxury hospitality sector, including access to yachts, hotels, and high-end dining establishments. This extensive relationship network allows her to curate unique travel experiences for her clients, aligning with their visions and dreams.
According to India, her clients often have a clear idea of what they want but lack the means to realize those goals. Her ability to decode their aspirations and deliver tailored services has become one of her standout strengths. She emphasizes the importance of not just providing access to glamorous venues but ensuring the experiences are truly memorable and meaningful.
For instance, India has opted not to promote the renowned French Laundry restaurant in Napa, feeling its appeal doesn’t match that of other offerings, such as Single Thread Farms. Instead, she focuses on creating unique experiences, such as a candlelight dinner in Versailles or brunch on the Arc de Triomphe.
Additionally, her services often involve pairing meals with moments that connect clients with notable figures. Previous arrangements include breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, however, her clients’ requests are quite simple. For example, when Bush was in Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
India’s passion for her work shines through as she stresses the importance of authentic experiences. She engages with everyone, from cab drivers to restaurant staff, to uncover genuine options catering to her clients’ desires. Her philosophy transcends luxury, aiming to provide a wealth of meaningful experiences.