When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she focused on projecting confidence even without a client base. Initially, she faced skepticism from her husband as she managed inquiries from potential clients who found her through articles, all while having no actual clients to serve.
Fast forward sixteen years, and India’s strategy has proven effective. She now caters to an elite clientele that includes numerous world leaders, such as former President George W. Bush, and high-profile celebrities like Mariah Carey. Her services are tailored for individuals with annual earnings exceeding $100 million, encompassing those who seemingly have everything. So, what unique offerings does India provide?
According to India, the key lies in her genuine care for her clients. Having spent five years in the service industry before starting her business, she emphasizes the importance of understanding people’s needs and creating meaningful connections. She uses this insight to foster relationships within the hospitality sector, maintaining an extensive network of over 2000 contacts across luxury hotels, restaurants, and yacht services.
India explains that her clients possess vast connections and influence, but it’s her understanding and attention to detail that facilitate their desires. She intuitively captures their visions and translates them into extraordinary experiences.
Her goal transcends merely granting access to exclusive venues; India is committed to ensuring her clients have enriching experiences. For instance, she deliberately chooses not to offer reservations at what she considers less compelling dining options, like the three-Michelin-star French Laundry, favoring places she believes provide greater interest, such as Single Thread Farms.
India’s bespoke services often lead to remarkable occasions, such as arranging a candlelit dinner in Versailles or serving brunch on the Arc de Triomphe. She also plans engaging meals with prominent personalities, having orchestrated breakfasts and lunches with the Hermes and Fendi families.
Nonetheless, sometimes her clients request simpler comforts. When arranging for George W. Bush during a trip to Ethiopia, she ensured he enjoyed familiar comforts like peanut butter and non-alcoholic beer while being welcomed by local children sporting Texas Rangers caps.
India expresses a deep commitment to her clients, asserting that her daily interactions with everyone from cab drivers to restaurant staff help her discover unique options for those she serves. She believes that the essence of travel lies not just in luxury but in authentic experiences that resonate on a personal level.