When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she was determined to project confidence despite her lack of clients. She recalls moments when potential customers would call after seeing her articles, asking for guidance on trips to places like Disney or New Jersey, while she was still without any clients to her name.
Fast forward sixteen years, and India’s initial strategy has proven successful. She now counts high-profile clients among her list, including former President George W. Bush and celebrities such as Mariah Carey. Her clientele predominantly consists of individuals with annual incomes exceeding $100 million—those who seem to have it all. So, what distinguishes India’s services from what her affluent clients can arrange themselves?
India believes that what matters is genuine care and emotional connection. She explains that while her clients possess considerable influence and connections, they often lack the time, creativity, or access to realize their desires fully. Drawing on her experience as a server for five years prior to starting her business, she emphasizes the importance of understanding client needs.
Her firm, Sienna Charles, maintains an extensive network in the hospitality sector, boasting over 2,000 relationships with hotels, yachts, and high-end dining establishments. This network enables her to curate exclusive travel and dining experiences tailored to her clients’ visions.
India describes her role as clarifying her clients’ objectives and providing solutions that they might not even know are possible. She prioritizes meaningful experiences over just extravagant ones. For instance, she does not promote renowned high-end restaurants like French Laundry in Napa, finding them less appealing compared to emerging culinary experiences, such as those at Single Thread Farms.
Her services often result in unique, once-in-a-lifetime experiences, such as arranging a candlelit dinner in Versailles or brunch on the Arc de Triomphe. Additionally, she seeks to connect her clients with notable personalities, having previously organized meals with the Hermes and Fendi families.
At times, however, her clients’ requests can be quite simple. When Bush visited Ethiopia, she ensured he had familiar comforts available, such as peanut butter and non-alcoholic beer, and arranged for him to meet local children sporting Texas Rangers caps.
India highlights her genuine care for people, spending time connecting with various individuals, from cab drivers to restaurant staff, to discover authentic and interesting 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,” she concludes.