When Jaclyn Sienna India established Sienna Charles, her elite travel concierge service, in 2008, she set out to create a reputation to match her ambitions, even without a client base initially.
Today, Boeing is seeking to raise $19 billion amid significant challenges, including delivery delays and employee strikes.
Sixteen years later, India’s strategy has succeeded, as she now serves a high-profile clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clients typically have an annual income exceeding $100 million, and she provides experiences they cannot easily access on their own.
“My clients hold more power and connections than I do, but relationships alone don’t achieve results. It’s all about care and understanding,” she stated. Having spent five years as a server, India learned to recognize what truly matters to people, emphasizing that attention and care are crucial in her line of work.
Sienna Charles is known for its extensive network, boasting over 2,000 contacts within the hospitality sector, from luxury yachts to exclusive hotels and upscale restaurants. This network allows India to craft unique travel and dining experiences tailored to her client’s desires.
“My clients share their goals with me, and while they can visualize their needs, they often lack the resources, time, access, and creativity to make it happen,” India explained. “I excel at grasping their vision and turning it into reality with minimal direction.”
Her services focus not just on securing access to prestigious venues, but also on ensuring her clients have meaningful experiences. For example, she has chosen not to offer reservations at the renowned French Laundry, instead preferring to promote experiences she deems more exciting, such as dining at Single Thread Farms.
India frequently arranges exclusive events, such as candlelit dinners in Versailles or brunch atop the Arc de Triomphe. She also emphasizes connections between her clients and notable figures, having organized meals with the Hermes and Fendi families, among others.
Sometimes, her clients’ requests are straightforward. When Bush visited Ethiopia, she provided familiar comforts like peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children wearing Texas Rangers caps.
“I genuinely care about people,” India expressed, highlighting her commitment to engaging with everyone from cab drivers to restaurant staff to uncover the best options for her clients. “Luxury isn’t the only narrative; my clients are seeking authentic experiences that encompass the world around them.”