When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge, in 2008, she was determined to succeed despite initially having no clients.
Reflecting on her early days, India recalled how her husband doubted her ambitions as she fielded calls from potential clients interested in travel. She would often respond that her services were fully booked with high-net-worth individuals, even though she had yet to secure any clients.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clientele. Her services cater specifically to individuals with annual incomes exceeding $100 million, an exclusive demographic that already enjoys luxurious lifestyles.
India emphasizes the importance of care and personal connection over mere access to resources. Drawing from her experience as a server, she understands the intricacies of customer needs, stating, “Paying attention and caring about those people is paramount.”
Sienna Charles maintains an extensive network of over 2,000 hospitality industry contacts, including connections to yachts, hotels, and upscale dining establishments. This network empowers India to create bespoke travel and dining experiences that are uniquely tailored to her clients.
She shared that her clients often have a vision for their experiences but lack the means to realize them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” India explained.
While providing access to exclusive venues is part of her service, she prioritizes meaningful experiences over simple luxury. For example, she has arranged unique events such as a candlelight dinner in Versailles and brunch atop the Arc de Triomphe.
India also enriches dining experiences by connecting clients with notable figures, such as arranging meals with the Hermes and Fendi families.
Sometimes, her clients request simpler comforts, as was the case when she ensured that President Bush had peanut butter and non-alcoholic beer during his trip to Ethiopia, all while he was warmly welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” India reflected. She dedicates time to converse with cab drivers, restaurant staff, and others to discover the most authentic options available, believing that truly memorable experiences go beyond mere luxury.