Jaclyn Sienna India founded Sienna Charles, a luxury travel concierge service, in 2008, motivated by a “fake it till you make it” attitude. Initially, she faced skepticism, even from her husband, as she received inquiries from potential clients despite lacking any actual bookings. She would often tell these callers that her services were fully booked with high-net-worth individuals, even though she had no clients at the time.
Fast forward sixteen years, and India’s strategy has paid off significantly. Her clientele now includes various world leaders, including former President George W. Bush, and celebrities like Mariah Carey. Sienna Charles caters to clients with annual earnings exceeding $100 million, individuals who seemingly have access to every luxury. So, what sets India apart?
According to India, while her clients may hold substantial power and connections, what truly matters is the personal touch and care she provides. Drawing from her experience as a server for five years before starting her business, she emphasizes the importance of understanding people’s needs and being attentive to them.
Sienna Charles boasts an extensive network, often referred to as her “black book,” containing over 2,000 contacts in the hospitality sector, including high-end hotels, restaurants, and yacht services. This network enables her to curate exceptional travel and dining experiences for her clients.
India believes that while her clients often have a vision for their trips, they often lack the resources, time, and creativity to make that vision a reality. She prides herself on her ability to grasp a client’s desires from just a few words and to execute that vision.
However, India’s approach isn’t merely about facilitating access to the most stylish venues. She prioritizes making the overall experience meaningful. For instance, she does not promote dining at the famed French Laundry in Napa Valley, finding other experiences more worthy of her clients’ time, like dining at Single Thread Farms, which she considers more interesting.
Her ability to create unique, unforgettable experiences is evident in her past arrangements, such as orchestrating a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. Additionally, she ensures her clients engage with influential figures; she has arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients request simpler comforts. For example, when President Bush visited Ethiopia, India made sure he had familiar items like peanut butter and non-alcoholic beer, along with a warm reception featuring children wearing Texas Rangers baseball caps.
India asserts that her genuine care for people is central to her service. She makes it a point to interact with a broad spectrum of individuals, from cab drivers to restaurant employees, to uncover the best, most authentic experiences for her clients. In her view, luxury encompasses much more than extravagance; it includes genuine, authentic experiences that resonate personally with her clientele.