When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she aimed to make a name for herself by projecting confidence in her abilities, even when starting out without any clients. Initially, she often found herself misleading potential customers, claiming her services were fully booked while she had no clients at all.
Fast forward sixteen years, and India’s strategy has paid off handsomely. Today, her clientele includes notable figures such as former President George W. Bush and singer Mariah Carey, with most clients earning over $100 million annually. India offers her elite clientele something beyond what they could manage on their own: a personalized touch.
“My clients are often more influential than I am and know many people. However, relationships alone don’t achieve results. It’s the care that counts,” India shared. Her experience as a server for five years taught her the value of understanding individual needs, and she believes that attentiveness is crucial in her line of work.
Sienna Charles has a vast network of over 2,000 contacts within the hospitality sector, including luxury hotels and restaurants. This extensive relationship network enables India to curate unique and tailored travel experiences for her clients.
“They often have a vision but lack the time, resources, or access to bring it to life,” India noted. Her ability to grasp clients’ desires quickly and turn them into reality is one of her strongest skills.
Her mission goes beyond securing exclusive access; she focuses on ensuring that her clients have meaningful experiences. For instance, she expressed a lack of enthusiasm for some high-profile establishments: “French Laundry in Napa isn’t particularly exciting for me, so I don’t promote it. But I find what they’re doing at Single Thread Farms much more compelling.”
While India emphasizes providing unique experiences rather than just luxurious ones, her services frequently deliver extraordinary events. She has organized everything from a candlelit dinner at Versailles to brunch atop the Arc de Triomphe.
In addition to extravagant arrangements, she sometimes caters to simpler requests. When President Bush visited Ethiopia, she made sure he had his favorite foods—peanut butter and non-alcoholic beer—and arranged a warm welcome for him from local children wearing Texas Rangers caps.
“I genuinely care about people,” India stated. She dedicates her time to engaging with everyone she meets, from taxi drivers to waitstaff, seeking the most intriguing options for her clients. “Luxury isn’t the only aspect of the world; my clients desire authentic experiences.”