When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she resolved to “fake it until you make it.” Initially, her husband doubted her aspirations as they received calls from individuals wanting trips, while she had no clients to serve. “I would tell them we’re booked with high-net-worth clients,” she recounted, despite lacking a clientele at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves numerous influential figures, including former President George W. Bush, and stars like Mariah Carey. Her clients typically earn over $100 million a year, already having access to extravagant options. So, what unique offerings does India provide?
“Their power and connections don’t necessarily drive results; it’s all about care and empathy,” she notes. With five years of experience as a server before launching her business, India understands how to connect with people and believes attentive, personalized service is essential.
Sienna Charles possesses an extensive network with more than 2,000 contacts within the hospitality sector, including yachts, hotels, and fine dining establishments. This network enables her to customize unique travel experiences for her clients based on their specific desires.
“My clients have an idea of what they want, but they lack the time, access, or creativity to make it happen,” India explained. With her intuition, she translates clients’ visions into extraordinary experiences.
Her ambition extends beyond granting access to exclusive venues; she aims to ensure that every experience is genuinely valuable. For instance, while many might consider the three-Michelin-star French Laundry in Napa a top dining destination, India has refrained from recommending it, finding establishments like Single Thread Farms more intriguing.
Although her focus is on providing tailored experiences rather than just luxury outings, what she delivers is often unique. She has organized candlelight dinners in Versailles and brunches on the Arc de Triomphe.
India also strives to combine culinary experiences with meetings with prominent personalities, having arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, her clients sometimes seek simpler comforts. For Bush’s visit to Ethiopia, she made sure he had familiar items like peanut butter and non-alcoholic beer, along with a warm welcome from local children clad in Texas Rangers caps.
“I genuinely care about people,” India asserted. Her daily routine includes interacting with everyone from cab drivers to restaurant staff to discover the most captivating options. “The world offers more than just luxury; it encompasses real, authentic experiences, which my clients truly value.”