When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she was committed to the idea of “faking it until making it.”
Reflecting on the early days of her business, India recalled how her husband initially doubted her, as they received inquiries from potential clients who had seen her articles. They would express interest in trips to Disney or weekends in New Jersey, to which she would respond that her services were fully booked with high-net-worth individuals, despite having no clients at the time.
Fast forward sixteen years, and India’s strategy has proven effective. She now counts influential figures, including former President George W. Bush and celebrity clients like Mariah Carey, among her clientele, all making over $100 million a year. The question arises: what does she offer that they can’t obtain themselves?
India believes it is her ability to provide personal care and connection. “My clients are far more powerful than I am, connected to many people. But it’s care that truly drives results. It’s about leading from the heart,” she stated. With a background as a server for five years, she understands the importance of catering to her clients’ needs.
Sienna Charles is renowned for its extensive network, boasting over 2,000 contacts in the hospitality sector, which enables India to offer unique travel and dining experiences. She highlights her skill in interpreting her clients’ desires, often grasping their vision with minimal guidance and making it a reality.
Her goal is not only to secure access to elite and exclusive venues but also to ensure that the experiences are meaningful. For instance, she does not promote dining at highly regarded places like French Laundry because she believes there are more intriguing options, such as Single Thread Farms.
India focuses on crafting exceptional, personalized experiences rather than just luxury. She has organized unforgettable events, like a candlelight dinner in Versailles and brunch on the Arc de Triomphe. Moreover, she often combines these dining occasions with encounters with notable figures, including family members of luxury brands like Hermes and Fendi.
At times, her clients’ wishes are more straightforward. For instance, when Bush visited Ethiopia, she arranged for him to enjoy familiar comforts like peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers baseball caps.
“I genuinely care about people,” India said, adding that her day involves conversations with various individuals – from cab drivers to restaurant staff – to uncover unique options for her clients. “The world is not just about luxury or extravagant experiences; it encompasses everything, and my clients seek authentic moments.”