When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she aimed to project an image of success, even while starting from scratch.
Now, 16 years later, her efforts have paid off handsomely. India counts several world leaders and celebrities, including former President George W. Bush and singer Mariah Carey, among her clientele. She caters to individuals with annual earnings exceeding $100 million, individuals who already lead privileged lives. So what unique services does India provide to her high-profile clients?
India emphasizes the importance of genuine care and connection in her work. Having spent five years as a server before launching her business, she understands the value of personal attention and empathy in her interactions. “It’s about leading from the heart,” she says.
Sienna Charles is backed by an extensive network of over 2,000 industry connections, which allows India to craft bespoke travel and dining experiences. She notes that her clients often have clear visions for their desires but lack the necessary tools and creativity to realize them. India prides herself on interpreting these visions and delivering exceptional results.
Her focus is not solely on securing access to the most prestigious venues; instead, she prioritizes meaningful experiences. For example, she declined to promote the renowned French Laundry restaurant in Napa, citing it as less exciting compared to alternatives like Single Thread Farms.
Her service frequently leads to unique and memorable events. She has arranged a candlelit dinner in Versailles and a brunch atop the Arc de Triomphe. Additionally, India seeks to combine meals with opportunities to meet influential figures, arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome.
However, she also understands that sometimes her clients desire simpler comforts. For instance, when Bush visited Ethiopia, she ensured he had familiar items like peanut butter and non-alcoholic beer ready for him, along with a warm welcome from children dressed in Texas Rangers caps.
“I genuinely care about people,” India states. She engages with various individuals, from cab drivers to restaurant staff, in her quest to uncover unique experiences. “The world is not just luxury. It’s about authentic experiences,” she concludes.