When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was determined to project confidence, despite not having any clients. Early on, she received inquiries from potential clients who had read her articles, and although her husband doubted her decision, India maintained the facade of a busy business, responding with claims of being fully booked for the season.
Fast forward sixteen years, and her strategy has proven successful. India now caters to high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. Her exclusive services are designed for individuals earning over $100 million annually, clients who seemingly have access to everything. So what does India offer that they cannot obtain themselves?
According to India, it’s about the personal touch and genuine care in her service. Drawing from her experience as a server for five years, she believes understanding people’s needs and demonstrating attention to detail is key to delivering exceptional service.
Sienna Charles features an extensive network, with a “black book” comprising over 2,000 connections in the hospitality sector, spanning luxury yachts, hotels, and fine dining establishments. This vast relationship-building enables India to craft unique travel experiences for her clientele.
India explains that her clients often have a vision of their desired experience but lack the necessary tools, time, access, or creativity to bring it to fruition. One of her skills lies in interpreting their vision and transforming it into a reality.
However, India’s goal extends beyond merely granting access to exclusive venues; she aims to ensure that every experience is meaningful. She critiques the appeal of renowned establishments such as the French Laundry in Napa, stating her preference for more intriguing options, such as Single Thread Farms.
Her offerings are often extraordinary, ranging from arranging a candlelit dinner in Versailles to brunch atop the Arc de Triomphe. She emphasizes the importance of pairing dining experiences with interactions with notable personalities, having coordinated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients seek something simpler. When Bush visited Ethiopia, India ensured he felt at home with familiar comforts like peanut butter and non-alcoholic beer, all while organizing a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India reflects. Her day involves conversations with various individuals, from cab drivers to restaurant workers, as she seeks authentic experiences that resonate with her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”