Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the intention of establishing herself in the industry, even without an initial client base. Despite her husband’s skepticism and receiving calls from potential clients that she pretended to assist while having no actual clients, India’s bold approach has ultimately led to significant success.
Now, 16 years later, India caters to notable figures, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele consists of individuals with annual earnings exceeding $100 million, who typically already have access to luxurious experiences. However, India believes her unique value lies in personal attention and genuine care.
“My clients may have extensive networks and power, but what truly matters is attentiveness and leading from the heart,” India explained. She credits her background as a server for five years for helping her grasp the nuances of hospitality, which is essential in understanding her clients’ needs.
Sienna Charles has developed an extensive network, with a “black book” that includes over 2,000 contacts in the hospitality sector, facilitating exclusive travel and dining experiences. India emphasizes her role in helping clients articulate their desires, identifying those details, and delivering personalized experiences.
India’s emphasis is not solely on securing access to prestigious venues; she focuses on curating meaningful experiences. For instance, she prefers unique dining experiences over typical luxury offerings. She acknowledged that she opts not to promote places like the French Laundry, suggesting instead more intriguing alternatives.
Among the exclusive experiences she curates for her clients are candlelit dinners in renowned locations and unique brunches at iconic landmarks. She also arranges meetings with prominent figures, having organized meals with notable families such as the Hermes and Fendi families.
Yet, she also understands that her clients sometimes seek simpler comforts. For example, when Bush visited Ethiopia, she arranged for him to enjoy familiar comforts like peanut butter and non-alcoholic beer, alongside a warm welcome from local children.
India’s driving philosophy is her genuine care for others. She dedicates her day to engaging with everyone from taxi drivers to restaurant staff, ensuring she discovers the most interesting and authentic experiences for her clients. As she puts it, “The world is not just luxury… it’s everything, and my clients desire authentic experiences.”