When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was resolute in her approach despite not having any clients at the time.
Now, sixteen years later, her initial strategy of “faking it until making it” has proven successful. India has built a prestigious clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services are tailored for individuals earning over $100 million a year, representing clients who seem to have it all. Yet, India believes her unique offerings provide value beyond what they can achieve themselves.
“My clients hold significantly more power than I do and have extensive connections. However, it’s not just about contacts; it’s about care and heartfelt service,” she shares. Having worked as a server for five years prior to starting her business, India understands the importance of genuine attention and consideration in her industry.
Sienna Charles features an extensive network, or “black book,” comprising over 2,000 contacts within the hospitality sector, which includes luxury yachts, exclusive hotels, and high-end restaurants. This network is vital for creating distinct travel and dining experiences for her clients.
“My clients articulate their desires, and they often have the vision but lack the means or creativity to realize it,” India explains. “One of my strengths is interpreting that vision from minimal input and bringing it to fruition.”
India aims not only to secure access to glamorous venues but also to ensure the experiences are meaningful and enjoyable. She acknowledges her preferences, stating, “I don’t personally find the French Laundry in Napa particularly exciting,” and therefore chooses not to recommend it. Instead, she favors more unique offerings, such as experiences at Single Thread Farms, which she finds more captivating.
Her attention to personalized client experiences often leads to unforgettable arrangements. For instance, she has organized a candlelight dinner in Versailles and a brunch on the Arc de Triomphe. Furthermore, India prioritizes blending meals with opportunities to meet influential figures, including arrangements for breakfast with the Hermes family and lunch with the Fendi family in Rome.
At times, her clients’ desires are more straightforward. When Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, and organized a warm welcome featuring children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India states. She actively seeks insights from everyone she encounters, from taxi drivers to restaurant staff, to curate unique and authentic experiences. “Luxury isn’t the only option; the world offers a variety of experiences, and my clients seek authenticity.”