When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was committed to projecting success even before it reached her. Initially, her husband doubted her efforts as they received inquiries from potential clients based on her articles, despite not having any actual customers.
Fast forward sixteen years, and her strategy has paid off. India now serves a list of high-profile clients, including former U.S. President George W. Bush and pop icon Mariah Carey. Her services cater to individuals with annual incomes exceeding $100 million, individuals who are accustomed to luxury. So, what sets India’s offerings apart?
According to India, “My clients are far more powerful than I am, and their networks are extensive. But that doesn’t always translate to getting things done. What matters is care, leading from the heart.” Drawing from her five years of experience in the service industry, she emphasizes the importance of understanding her clients’ needs and preferences.
Sienna Charles is backed by a vast network of over 2,000 connections across the hospitality sector, including exclusive hotels, fine dining restaurants, and luxury yacht services. This extensive relationship-building enables India to craft personalized travel and dining experiences for her clients.
India identifies her strength in grasping her clients’ visions, even when expressed in just a few words. “They often have remarkable ideas but lack the time, resources, and creativity to bring them to life,” she remarked. “One of my gifts has been understanding that vision and delivering it.”
Her focus is not just on whisking clients away to the most luxurious venues but also on ensuring they have meaningful experiences. For instance, while she acknowledged the prestige of California’s French Laundry restaurant, she chose not to promote it, stating that she finds nearby Single Thread Farms far more captivating.
Often, India curates unique experiences for her clientele. She once organized a candlelit dinner at Versailles and arranged a brunch on the Arc de Triomphe. Her services also frequently involve exclusive interactions with notable figures, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients seek something more straightforward. When George W. Bush traveled to Ethiopia, India made sure he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers caps.
Ultimately, India underscores her deep commitment to her clients, stating, “I genuinely care about people.” She dedicates her day to engaging with various individuals, from taxi drivers to restaurant staff, to uncover the most enriching experiences for her clientele. “Luxury is just one aspect of the world; my clients seek authentic experiences,” she concluded.