Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008 with a strategy of projecting success despite being a newcomer in the industry. Initially, she struggled to find clients, often telling callers that she was fully booked, even though she had no clients at the time.
Fast forward sixteen years, and her approach has resulted in an impressive roster of clients, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. India now caters exclusively to high-net-worth individuals who earn over $100 million annually. She offers them experiences that they cannot easily arrange for themselves.
India emphasizes that while her clients hold significant power and connections, what truly delivers results is genuine care and attention. Her background as a server for five years has equipped her with insight into what clients truly desire. “Paying attention and caring about those people is paramount,” she states.
Sienna Charles has developed a vast network within the hospitality sector, boasting over 2,000 contacts across luxury hotels, yachts, and elite dining establishments. This network allows India to craft unique travel experiences tailored to her clients’ wishes. “They already envision their goals; they just lack the tools, time, and access to realize them,” she explains, noting her ability to translate brief descriptions into memorable experiences.
Her mission goes beyond securing exclusive reservations; she aims to provide meaningful experiences. “I don’t think French Laundry in Napa is really that exciting, so I don’t sell it,” she says, suggesting that she finds greater value in experiences like those offered at Single Thread Farms.
India prides herself on creating unique events for her clients, like a candlelit dinner in Versailles and brunch on the Arc de Triomphe. She often arranges for clients to meet influential figures, having coordinated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients request simpler comforts, as was the case when she arranged for Bush’s trip to Ethiopia, ensuring he had familiar items like peanut butter and non-alcoholic beer, along with a warm welcome from local children.
“My genuine care for people drives me,” India says, highlighting her commitment to finding authentic experiences rather than just luxurious ones. She engages with everyone around her, from cab drivers to restaurant staff, to uncover the most interesting options for her clients, illustrating her belief that the richness of life goes beyond luxury to encompass everything life has to offer.