Jaclyn Sienna India established her boutique travel concierge, Sienna Charles, in 2008 with a bold vision to succeed, even if it meant pretending to be more established than she was. Early in her venture, she would receive inquiries from potential clients that left her husband questioning her decision-making, as she claimed to be fully booked despite having no clients at the time.
Now, 16 years later, India’s approach has proven effective, as she counts influential figures, including former President George W. Bush and celebrities like Mariah Carey, among her clients. Her services cater to individuals with annual incomes exceeding $100 million, who often possess everything money can buy. So, what sets India apart in providing value to these elite clients?
India emphasizes the importance of genuine care and personal connection over her clients’ greater power and social circles. Her previous experience as a server has given her insights into what people truly value. She believes that attentive and heartfelt service is essential to her business.
Sienna Charles features a vast network, or “black book,” containing over 2,000 contacts within the hospitality sector, including yachts, hotels, and upscale restaurants. This extensive relationship building has enabled India to deliver unique travel and dining experiences tailored to her clients’ desires.
India notes that her clients often have clear visions of their expectations but lack the means to realize them. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she explains.
Her aim is not solely to secure access to luxurious venues; instead, she focuses on ensuring that her clients’ experiences are meaningful. For example, she chooses not to promote popular attractions like the French Laundry restaurant, proclaiming that it lacks excitement compared to more innovative options like Single Thread Farms.
While India strives to provide her clients with extraordinary and unique experiences, she acknowledges that sometimes simpler requests hold significant importance. For example, during a trip to Ethiopia, she arranged for Bush to have familiar comforts, such as peanut butter and non-alcoholic beer, and ensured he was welcomed by local children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India shares. She devotes her day to interacting with various individuals, from cab drivers to restaurant staff, to uncover the most captivating options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”