Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008 with a determined mindset to succeed against the odds. Initially, she fabricated her client base, reassuring callers with stories of exclusive bookings, despite having no actual clients at the time.
Fast forward sixteen years, and her strategy has evidently paid off. India now serves a prestigious clientele that includes world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her services cater specifically to individuals earning over $100 million annually, who typically have access to everything. So what distinctive offerings does India provide?
According to India, the key lies in her approach. “My clients are often more influential than I am, but it’s care that makes a difference,” she stated. With a background as a server, she understands the nuances of personal attention, which she believes is essential in her line of work.
Sienna Charles has developed a substantial network, or “black book,” comprising over 2,000 contacts within the hospitality industry, ranging from yachts and hotels to fine dining. This extensive relationship network enables her to curate exceptional travel and dining experiences tailored to her clients’ desires.
India emphasizes that her clients may have a vision of what they want, but they often lack the time, resources, or creativity to achieve it. She prides herself on her ability to grasp that vision through minimal input and then actualize it for them.
Her aim goes beyond merely securing access to premier venues; she places great importance on ensuring that the experiences she offers are genuinely worthwhile. For instance, she does not promote dining at the three-Michelin-star restaurant French Laundry in Napa, which she considers overrated, instead favoring the more captivating experiences provided by places like Single Thread Farms.
India’s unique offerings often include bespoke events. For example, she arranged a candlelight dinner at Versailles and crafted a brunch experience on the Arc de Triomphe. Additionally, she connects her clients with prominent figures, having set up breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ requests are simpler. When Bush visited Ethiopia, India ensured he felt at home with familiar treats 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 remarked, illustrating her dedication to uncovering the most intriguing options for her clients, from engaging with cab drivers to restaurant staff. “Luxury is just one part of the equation; my clients crave authentic experiences that transcend opulence.”