When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she cleverly pretended to be more established than she was. At the time, she received calls from potential clients excited about trips but had no actual clients to serve. She often told them that her services were fully booked for the season, despite her lack of business.
Fast forward sixteen years and her strategy has proven successful. India now caters to high-profile clients, including former U.S. President George W. Bush and celebrities like Mariah Carey. Her clientele consists of individuals earning over $100 million annually, leading her to focus on providing experiences that go beyond what they could achieve on their own.
India emphasizes the importance of genuine care in her approach. Although her clients are powerful and well-connected, she believes it’s the personal touch that truly makes a difference. Her background as a server has provided her with insights into what people desire, and she places a strong emphasis on understanding their needs.
Sienna Charles boasts an extensive connection network within the hospitality sector, which allows India to create bespoke travel and dining experiences. She has cultivated relationships with over 2,000 contacts in the industry, enhancing her ability to meet clients’ unique requests.
Describing her services, India states that her goal is not merely to secure access to exclusive locations but to create meaningful experiences for her clients. She is selective about the venues she recommends, opting for unique offerings over well-known establishments.
For instance, while she recognizes the prestige of the three-Michelin star restaurant French Laundry, she believes that other culinary experiences, like those at Single Thread Farms, offer greater appeal.
India has organized memorable events for her clients, like a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. She also seeks to incorporate meetings with influential figures into dining experiences, such as breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients prefer simpler comforts. While traveling to Ethiopia, she made sure Bush had his favorite peanut butter and non-alcoholic beer, and arranged for him to be welcomed by children wearing Texas Rangers caps.
Ultimately, India is committed to providing her clients with authentic experiences that reflect their true interests, blending luxury with genuine human connection. She engages with everyone she encounters, from cab drivers to restaurant personnel, seeking out the most interesting and engaging options for her discerning clients.