When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she aimed to project confidence despite starting from scratch.
“I used to receive calls from people excited about an article they read, asking about exclusive trips to Disney or weekends in New Jersey, and I had to tell them we were fully booked with high-net-worth clients,” India recounted, reflecting on her early days. “But the truth was, I didn’t have any clients at that time.”
Fast forward sixteen years, and India’s strategy of perseverance has clearly paid off. Her clientele now includes high-profile figures such as former President George W. Bush and singer Mariah Carey. India caters to individuals with annual earnings exceeding $100 million, individuals who typically have everything they desire. So, what does India offer that they cannot secure themselves?
According to India, while her clients possess significant influence and connections, achieving their desires often requires a deeper approach. “It’s about care and leading from the heart,” she said. With a background in serving, India emphasizes her understanding of people’s needs and the importance of attention and care in her business dealings.
Sienna Charles boasts an impressive network of over 2,000 relationships within the hospitality sector, encompassing luxury yachts, hotels, and fine dining establishments. This extensive relationship-building allows her to curate extraordinary travel experiences for her clients.
“My clients articulate what they envision, and while they have ideas, they often lack the time, tools, or creativity to realize them,” India explained. “My unique skill lies in translating their vision with just a few words and then making it happen.”
However, her mission extends beyond merely arranging access to luxurious venues; she is committed to ensuring that each experience genuinely resonates with her clients. For instance, India isn’t keen on promoting renowned three-Michelin star restaurants like French Laundry in Napa, stating, “I don’t think it’s that exciting,” opting instead for experiences she finds more intriguing, like dining at Single Thread Farms.
While India emphasizes personalized experiences over sheer opulence, the events she plans are often extraordinary. She once organized a candlelit dinner in Versailles and arranged brunch atop the Arc de Triomphe.
India also seeks to connect her clients with notable figures during their experiences, recalling, “We’ve had breakfast with the Hermes family and lunch with the Fendi family in Rome.”
Sometimes, though, simplicity is key. When Bush visited Ethiopia, she ensured he had familiar comforts, such as peanut butter and non-alcoholic beer, and arranged for local children to greet him while wearing Texas Rangers caps.
“I genuinely care about people,” India expressed. She dedicates her day to conversing with everyone from taxi drivers to restaurant staff, all in pursuit of the most intriguing offerings for her clients. “The world is not solely about luxury; it encompasses authentic experiences, and that’s what my clients seek.”