When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she aimed to project success despite starting from scratch.
Recently, Mars, the maker of M&M’s, has announced its acquisition of Kellanova, the company behind Pop-Tarts, in what is expected to be one of the year’s most significant business transactions.
Reflecting on her early days, India recalled how her husband initially doubted her venture as she would receive inquiries from potential clients expressing interest after seeing her articles. She would often respond that her services were fully booked, despite having no clients at the time.
Fast forward sixteen years, India’s strategy of projecting confidence has paid off significantly. Her client roster now boasts high-profile figures, including former President George W. Bush and celebrities like Mariah Carey, all of whom have a net worth exceeding $100 million.
So, what unique service does India offer to such affluent clients? She emphasizes that while her clients may hold powerful positions and extensive networks, the key to successful service lies in genuine care and attention. Drawing on her five years of experience as a server, India understands the importance of personal connection in delivering exceptional service.
Sienna Charles has cultivated a vast network of over 2,000 relationships within the hospitality sector, spanning luxury hotels, restaurants, and yachts. This network allows India to create tailored travel and dining experiences that exceed her clients’ expectations.
India explains that her clients often have a vision of their ideal experiences but lack the means to realize them. “One of my gifts has been understanding that vision with only a few words and then delivering that to them,” she said.
Importantly, India prioritizes not just providing access to the most exclusive venues but ensuring genuine value in the experiences offered. For instance, she believes that renowned dining experiences like the French Laundry may not be the best fit for some clients and prefers recommending lesser-known but more captivating alternatives, such as Single Thread Farms.
Her commitment to personalized, one-of-a-kind experiences is evident in her past arrangements, including a candlelight dinner at Versailles and brunch on the Arc de Triomphe. Additionally, she often pairs dining with opportunities to meet notable figures, having organized meals with influential families like Hermes and Fendi.
However, sometimes her clients’ desires are simpler, as in the case of President Bush during a visit to Ethiopia, where she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers hats.
With a genuine passion for connecting with people from all walks of life, India dedicates her time to exploring various options for her clients, making sure to offer authentic and memorable experiences that extend beyond mere luxury.