When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she adopted a ‘fake it until you make it’ attitude. Initially, a lack of clients led her to make bold claims when potential customers reached out, claiming to be too busy with high-profile clients that didn’t exist at the time.
Over the past sixteen years, that strategy has proven successful. Today, India can boast of an impressive roster that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele typically earns over $100 million a year, encompassing individuals who already possess considerable wealth. So, what unique services does India offer that her clients cannot secure themselves?
India explains that while her clients hold substantial power and influence, it is genuine care and understanding that truly drive results. Her background as a server for five years taught her valuable insights into human behavior, allowing her to prioritize the needs and preferences of her clients.
Sienna Charles has cultivated an extensive network of over 2,000 contacts within the hospitality industry, including luxury yachts, hotels, and fine dining establishments. This vast network enables India to create distinctive travel and dining experiences tailored to each client’s desires.
“My clients articulate the experiences they wish to achieve, and my talent lies in grasping their vision and transforming it into reality,” India states. Her objective goes beyond simply arranging access to exclusive venues; she is committed to ensuring that the experiences are genuinely rewarding.
For example, she has her reservations about popular destinations like the three-Michelin-star restaurant French Laundry in Napa, opting instead to recommend more unique options like Single Thread Farms, which she finds far more engaging.
Her approach emphasizes not just luxury but also individuality, often resulting in unique events. She has organized extraordinary experiences, including a candlelit dinner at Versailles and brunch on the Arc de Triomphe. Additionally, she has arranged intimate meals with notable figures, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients request simpler comforts. For instance, when Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, with local children greeting him in Texas Rangers caps.
“I genuinely care about people,” India shared, highlighting her commitment to discovering the best experiences for her clients, ranging from conversations with cab drivers to interactions with restaurant staff. Her philosophy is rooted in the belief that the world’s offerings extend beyond mere luxury; her clients seek authentic experiences, and she strives to provide just that.