In 2008, Jaclyn Sienna India launched Sienna Charles, a luxury travel concierge service, with the determination to project success until she achieved it. Initially, she faced skepticism from her husband as she managed to field calls from prospective clients while having no actual clientele.
Today, 16 years later, India’s business has flourished, attracting high-profile clients including former President George W. Bush and pop icon Mariah Carey. Her services cater to individuals with annual incomes exceeding $100 million, who already possess a wealth of resources. So, what distinguishes India’s offering from what her clients could arrange themselves?
India emphasizes that while her clients might hold considerable influence, true effectiveness stems from heartfelt connection and care. Drawing from her experience as a server, she understands what drives people’s desires and values the attention she gives them.
Sienna Charles features an extensive network of over 2,000 contacts within the hospitality sector, including connections across luxury yachts, hotels, and fine dining establishments. The relationships she has cultivated allow her to craft unique travel and dining experiences tailored to her clients’ visions.
Her clients articulate their goals, often possessing an idea of what they want but lacking the resources or creativity to achieve it. India prides herself on grasping their vision with minimal guidance and fulfilling it effectively.
Her approach focuses on curating meaningful experiences rather than merely offering access to the most extravagant locations. For instance, she prefers not to promote the renowned French Laundry restaurant in Napa, believing that alternatives like Single Thread Farms provide a more engaging dining experience.
While India aims to create bespoke experiences, like orchestrating a candlelight dinner at Versailles or brunch atop the Arc de Triomphe, she recognizes that sometimes simplicity is key. During Bush’s visit to Ethiopia, she ensured he was comfortable with familiar foods like peanut butter and non-alcoholic beer, while also arranging a charming greeting with local children wearing Texas Rangers caps.
India’s commitment to genuine care for others drives her approach. She engages with everyone, from taxi drivers to restaurant staff, to discover intriguing options for her clients. She believes the essence of travel lies not solely in luxury but in authentic experiences that resonate on a personal level.