When Jaclyn Sienna India launched her luxury travel concierge service, Sienna Charles, in 2008, she focused on building credibility despite starting from scratch. Initially, she faced skepticism from her husband, as she would turn down potential clients while pretending to be busy. “I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’” she shared, recalling her early business days when she had no clientele.
Fast forward sixteen years, and India’s efforts have paid off significantly. She now serves esteemed clients, including former President George W. Bush and celebrities like Mariah Carey. Her exclusive services cater to those with annual incomes exceeding $100 million, which means her clientele often already has access to the finest things in life. So, what sets India apart in serving these high-profile clients?
“It’s care. It’s leading from the heart,” India explains. With five years of experience as a server prior to establishing her company, she believes understanding clients’ needs is essential. She has developed a vast network of over 2,000 contacts within the hospitality industry, including connections with top hotels, restaurants, and yacht services. This network allows her to create tailored travel and dining experiences.
“My clients have the vision, but they often lack the tools, time, access, and creativity to realize it,” she noted. India prides herself on grasping her clients’ desires and delivering extraordinary experiences accordingly.
However, her goal extends beyond merely providing access to exclusive venues. India aims to curate genuinely meaningful experiences. For instance, she has opted not to promote certain high-profile restaurants, believing they do not offer the excitement her clients seek. Instead, she finds more unique alternatives, like Single Thread Farms in California.
While her focus is on crafting memorable experiences rather than just luxurious ones, many of her arrangements are indeed distinctive. She once organized a candlelight dinner at Versailles and another time arranged brunch on the Arc de Triomphe.
India also enjoys combining dining experiences with opportunities to meet notable individuals, such as arranging breakfast with members of the Hermes family and lunch with the Fendi family in Rome.
At times, her clients request simpler comforts. When Bush recently visited Ethiopia, India made sure he had familiar treats, such as peanut butter and non-alcoholic beer, and was welcomed by children wearing Texas Rangers caps.
“I genuinely care about people,” she emphasized. India dedicates her days to engaging with various individuals, from cab drivers to restaurant staff, seeking out the most intriguing options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”