Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008 with the aim of building her reputation in the industry, even before she had established a client base. Initially, her husband doubted her approach as they received inquiries from prospective clients who had read about her services, despite her lack of actual customers. She often told them that her services were fully booked with high-net-worth individuals.
Fast forward sixteen years, and India’s strategy has indeed paid off. She now serves a prestigious roster of clients, including former President George W. Bush and celebrities like Mariah Carey. Her clientele typically consists of individuals earning more than $100 million annually, who often have access to many resources. So, what unique value does India provide?
India highlights the importance of genuine care and understanding in her work. Having spent five years in the service industry, she knows what motivates people and believes that paying attention to her clients is essential.
Sienna Charles has a comprehensive network of over 2,000 contacts across the hospitality sector, encompassing luxury yachts, hotels, and fine dining establishments. This extensive relationship-building allows India to curate personalized travel experiences for her clients that they might not be able to achieve on their own due to constraints like time and access.
Her mission extends beyond simply securing access to exclusive venues; she aims to ensure that the experiences are meaningful. For instance, while many might consider dining at the three-Michelin-star French Laundry in Napa a top experience, India refrains from promoting it, opting instead for what she believes to be more intriguing options, such as Single Thread Farms.
India’s focus on delivering unique events shines through in her work. She once organized a candlelit dinner at Versailles and arranged brunch on the Arc de Triomphe. Her services often include opportunities to meet influential figures, such as hosting breakfast with the Hermes family and lunch with the Fendi family in Rome.
Sometimes, her clients request simpler comforts. For instance, when President Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, and arranged for him to be greeted by children wearing Texas Rangers baseball caps.
India emphasizes her genuine care for people, dedicating her days to engaging with everyone from taxi drivers to restaurant staff to discover intriguing experiences for her clients. She believes that authentic experiences encompass more than just luxury; they represent a broader, more meaningful understanding of the world.