When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she aimed to project confidence and capability, despite starting from scratch.
Initially, her husband doubted her entrepreneurial ambitions as they received inquiries from potential clients regarding travel plans. India would respond by claiming that her services were fully booked by high-net-worth individuals, even though she had no actual clients.
Fast forward sixteen years, and her strategy has proven successful. India now serves an elite clientele, which includes global leaders such as former President George W. Bush and celebrities like Mariah Carey. Her clients are individuals earning more than $100 million annually, who typically have access to almost anything. So what sets India apart in this competitive market?
She attributes her success to a focus on personal connection. “My clients are far more powerful than I am and know many people, but networking alone doesn’t get things done; it’s all about care and leading with empathy,” India explains. Drawing from her five years of experience as a server, she understands what motivates people and believes that attentiveness is crucial.
Sienna Charles has developed a trusted network of over 2,000 contacts in the hospitality industry, including luxury hotels, restaurants, and yacht services. This extensive relationship network allows her to create customized travel and dining experiences tailored to her clients’ needs.
“My clients have specific visions that they want to achieve, but often lack the resources to realize them,” India states. “I have a knack for interpreting their desires and bringing them to fruition.”
India is not solely focused on luxurious experiences; she aims to ensure that the experiences she offers are truly meaningful. For instance, while some may consider the French Laundry in Napa Valley a must-visit, she believes that other options, like Single Thread Farms, provide more compelling experiences and chooses not to promote the former.
Her bespoke services often result in unique events, such as a candlelit dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, India links dining experiences with encounters with influential figures, having arranged meals with the Hermes and Fendi families.
For some clients, however, the requests are simpler. When Bush visited Ethiopia, she made provisions for his comfort by ensuring he had peanut butter and non-alcoholic beer, along with the heartwarming sight of local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India shares, explaining that her work involves engaging with a wide range of individuals to discover intriguing opportunities for her clients. “The world isn’t just about luxury or elaborate experiences; it’s about authenticity, and that’s what my clients seek.”