When Jaclyn Sienna India established Sienna Charles, her boutique travel concierge, in 2008, she was committed to projecting an image of success even before it materialized.
Reflecting on her early days, India shared that her husband questioned her choices when she received inquiries from potential clients eager to travel to popular destinations like Disney. “I was telling them, ‘I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,’” she recounted, despite not having any clients at the time.
Fast forward sixteen years, and India’s strategic approach has more than paid off. She now serves influential figures, including former President George W. Bush and celebrities like Mariah Carey, with clientele boasting annual incomes exceeding $100 million. The question arises: what unique services does India offer to clients who seemingly have access to everything?
India attributes her success to a genuine focus on care and personal connection, stating, “My clients are way more powerful than me, they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart.” Drawing from her five years of experience as a server, she emphasizes the importance of understanding and prioritizing her clients’ needs.
Sienna Charles is supported by a vast network, with over 2,000 connections within the hospitality sector, including luxury yachts, hotels, and high-end restaurants. This network not only facilitates her ability to create tailored travel and dining experiences but also allows her to genuinely understand her clients’ unique visions. “They already see it. They just don’t have the tools, the time, the access and the creativity to be able to fulfill that,” she explained.
Her mission extends beyond providing access to elite venues; she aims to ensure that the overall experience is meaningful. Instead of simply booking the well-known French Laundry restaurant, she opts for what she believes to be more engaging dining experiences, such as Single Thread Farms in Napa Valley.
While India’s focus is on crafting personalized experiences, her offerings often feature unique touches. For instance, she once organized a candlelit dinner at Versailles and another time arranged brunch on the Arc de Triomphe. She also facilitates her clients’ interactions with notable personalities, organizing meetings with influential families in the fashion industry.
Sometimes, her clients request simpler comforts. During George W. Bush’s trip to Ethiopia, India arranged for familiar items such as peanut butter and non-alcoholic beer, even ensuring he was welcomed by children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India stated, revealing how she engages with everyone from cab drivers to restaurant staff in the quest for unique and authentic client experiences. She believes that luxury is not solely defined by opulence, but rather by the richness of authentic experiences in different forms.