When Jaclyn Sienna India started Sienna Charles, her luxury travel concierge service, in 2008, she was focused on projecting success despite having no clients. Early on, she often received inquiries from potential customers who had read about her in the media, prompting her to claim her services were fully booked. At the time, however, she had no clientele.
Fast forward sixteen years, and India’s strategy has proven effective as she now caters to high-profile clients, including world leaders and celebrities. Her clientele consists of individuals with annual earnings exceeding $100 million, suggesting they already possess a wealth of resources. So what unique offerings does India provide that these wealthy individuals cannot access themselves?
India emphasizes the importance of personalized service based on genuine care. Drawing on her previous experience as a server, she understands the significance of connecting with clients on a profound level. “It’s leading from the heart,” she says, underscoring that her approach revolves around attentiveness and empathy.
Sienna Charles has built a vast network, known as her “black book,” which includes over 2,000 contacts across the hospitality sector, encompassing luxury hotels, exclusive restaurants, and yacht owners. This extensive relationship network allows her to craft extraordinary travel and dining experiences that her clients envision but may not have the resources or creativity to realize.
She explains that her clients articulate their desires, and her strength lies in grasping their vision and translating it into reality with minimal direction. However, her mission extends beyond simply arranging access to elite venues; she aims to ensure that each experience is genuinely enriching.
For instance, India does not endorse dining experiences that she perceives as overrated, such as the renowned French Laundry restaurant in Napa Valley. Instead, she feels more inclined to promote alternatives she finds more intriguing, such as experiences at Single Thread Farms nearby.
Her service often culminates in bespoke events. In one memorable instance, she orchestrated a candlelit dinner in Versailles, and on another occasion, arranged brunch on the Arc de Triomphe. India also seeks to personalize dining experiences by introducing her clients to influential figures, such as organizing meals with the Hermes and Fendi families.
At times, her clients’ requests are more down-to-earth. For example, while arranging a trip for former President George W. Bush to Ethiopia, she ensured he had familiar comforts, like peanut butter and non-alcoholic beer, and even arranged for local children to greet him wearing Texas Rangers caps.
India is driven by a sincere commitment to her clients, which compels her to connect with everyone from taxi drivers to restaurant staff to uncover unique experiences. She believes the essence of travel encompasses more than luxury; it is about discovering authentic, meaningful experiences.