When Jaclyn Sienna India started Sienna Charles, her luxury travel concierge service, in 2008, her strategy was to project confidence until she succeeded. Initially, she often found herself in difficult situations, fielding inquiries from potential clients while having no actual customers.
Fast forward sixteen years, and India’s approach has proven successful. She now counts numerous world leaders, including former President George W. Bush, and high-profile celebrities like Mariah Carey among her clients. Her services cater to individuals earning over $100 million annually, individuals who possess nearly everything. So, what unique offerings does Sienna Charles provide?
India emphasizes the importance of personal connection over sheer influence. “My clients are incredibly powerful and connected, but it’s care that drives success,” she says. Her experience as a server provides her with insight into what makes people tick, and she prioritizes attentiveness and genuine concern for her clients.
Sienna Charles is backed by an extensive “black book” containing over 2,000 contacts in the hospitality sector, encompassing yachts, luxury hotels, and upscale restaurants. This network enables India to craft extraordinary travel and dining experiences tailored to her clients’ desires.
“My clients often have a vision for what they want; they just lack the resources and creativity to achieve it,” India explains. “One of my strengths is to grasp their vision quickly and bring it to life.”
India is not solely focused on providing access to the swankiest venues; she aims to ensure that the experiences are meaningful. For example, she has chosen unique alternatives over popular dining spots, stating, “I don’t think French Laundry in Napa is particularly exciting, so I don’t promote it; I prefer to elevate experiences that are far more interesting.”
Her commitment to personalization often results in exceptional experiences, like organizing a candlelit dinner in Versailles or a brunch atop the Arc de Triomphe. She strives to blend dining with interactions with notable personalities, having arranged meals with families such as Hermes and Fendi.
Yet, sometimes her clients seek simpler comforts. During Bush’s visit to Ethiopia, she ensured he had peanut butter, non-alcoholic beer, and a welcoming atmosphere created by children wearing Texas Rangers caps.
“I genuinely care about people,” India states, sharing how she spends her day engaged with everyone from cab drivers to restaurant staff to identify the most captivating options for her clients. “The world is not just about luxury; it’s about authentic experiences, and that is what my clients seek.”