When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she adopted a “fake it till you make it” approach. Initially, her husband doubted her as they received inquiries from potential clients, despite her having no actual customers.
Fast forward sixteen years, and her perseverance has paid off significantly. India now serves a roster of high-profile clients, including world leaders and celebrities, with a focus on those generating over $100 million annually. So, what unique value does she offer to clients who seemingly have everything?
India attributes her success to genuine care and attention to her clients, shaped by her previous experience as a server. She understands the importance of connecting on a personal level and prioritizing their needs.
Sienna Charles has an extensive network of over 2,000 contacts within the hospitality sector, including yachts, hotels, and top-tier restaurants. This networking enables India to craft bespoke travel experiences that go beyond conventional luxury offerings.
She believes that many of her clients have a vision for what they want to achieve but lack the time, tools, or creativity to realize it. India prides herself on interpreting her clients’ aspirations with minimal information and executing them flawlessly.
Her priority is not just to secure reservations at exclusive venues but to ensure that the overall experience is meaningful. For instance, while French Laundry is renowned, she prefers to recommend other culinary experiences that she believes to be more enriching, such as Single Thread Farms.
India often curates unique events for her clients. She has organized extraordinary experiences, like a candlelit dinner in Versailles or a brunch atop the Arc de Triomphe. Additionally, she has facilitated meals with influential personalities, including the Hermes and Fendi families.
Sometimes clients request simpler comforts, as in the case of former President George W. Bush during his trip to Ethiopia, where she arranged for him to have peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers caps.
India’s dedication to her clients extends beyond luxury; she emphasizes the importance of authentic experiences shaped by genuine human connections. She engages with everyone around her daily, from cab drivers to restaurant staff, in her quest to uncover the most interesting and enriching options for her clientele.