Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with the determination to present herself successfully even without a substantial client base. Initially, she fabricated a busy schedule to impress potential clients, despite lacking any at the time.
Fast forward sixteen years, and her strategy has led to remarkable success. India now counts high-profile clients among her patrons, including global leaders such as former President George W. Bush and celebrities like Mariah Carey. Her clientele consists of individuals with annual earnings exceeding $100 million, who can access a world of luxury but seek something beyond mere opulence.
India emphasizes that while her clients may possess influence and connections, the key to fulfilling their travel and dining desires lies in genuine care and attention. Drawing from her five years of experience in the service industry, she understands the nuances of hospitality and what clients truly value.
Sienna Charles maintains an extensive network of relationships, known as her “black book,” which includes over 2,000 contacts in the hospitality sector, ranging from luxurious yachts to high-end restaurants. This extensive network allows her to craft unique travel experiences that resonate with her clients’ aspirations.
Rather than solely providing access to exclusive venues, India focuses on the authenticity and meaningfulness of the experiences she curates. For instance, she does not promote highly lauded restaurants if she believes they lack excitement. Instead, she advocates for innovative dining options that offer a more interesting experience.
Her bespoke services often incorporate unique elements, such as arranging a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, she facilitates opportunities for her clients to meet influential personalities, having organized meals with the Hermes and Fendi families.
Sometimes, her clients’ requests are more straightforward. For example, when President Bush visited Ethiopia, India ensured he had familiar comforts on hand, including peanut butter and non-alcoholic beer, alongside a welcoming scene of local children wearing Texas Rangers caps.
India is passionate about providing authentic experiences that go beyond luxury. She dedicates her time to engaging with everyone around her, from drivers to restaurant staff, to uncover interesting and memorable options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything,” she affirms, highlighting the diverse interests of her clientele.