When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she aimed to succeed by projecting confidence, despite starting from scratch.
Initially, India faced skepticism, even from her husband, as messages from potential clients poured in, expressing interest in trips to Disney or weekend getaways in New Jersey, while she claimed to be overwhelmed with bookings from wealthy clients – a claim she couldn’t substantiate at the time.
Now, after sixteen years, her strategy has proven effective. India’s clientele includes numerous influential figures, such as former President George W. Bush and celebrities like Mariah Carey. She caters to individuals earning over $100 million annually, offering services that provide something beyond what these elite clients can arrange themselves.
India highlights the importance of genuine care in her approach. She notes that her clients may hold significant power and connections but often lack the time, access, or creativity needed to execute their visions. With her past experience as a server, she has mastered the art of understanding people’s needs and desires.
The firm boasts an extensive network of more than 2,000 connections across the hospitality sector, which enables India to craft exclusive travel and dining experiences tailored to her clients’ desires. She emphasizes that her aim is not just to gain access to luxury venues but to ensure the experiences are meaningful and memorable.
For instance, India recommends unique dining experiences over widely recognized, yet conventional establishments. She prefers to showcase what she believes to be more interesting options, such as a meal at Single Thread Farms in Napa over the esteemed French Laundry.
Her services often culminate in extraordinary events, such as hosting a candlelit dinner in Versailles or brunch on the Arc de Triomphe. She frequently arranges meals with prominent figures, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, sometimes her clients seek simple comforts, as demonstrated when India arranged for former President Bush to have peanut butter and non-alcoholic beer while visiting Ethiopia, along with a warm welcome from local children wearing Texas Rangers caps.
India expresses a deep commitment to her clients, stating that her daily interactions with various individuals, from cab drivers to restaurant staff, enrich her ability to curate the most authentic experiences possible. She believes that true luxury encompasses more than opulence; it involves a genuine connection to diverse experiences.