When Jaclyn Sienna India established Sienna Charles, her travel concierge service, in 2008, she resolved to project confidence despite limited resources. Early on, her husband doubted her ambitions as they received calls from potential clients interested in travel, despite her not having any actual customers at the time.
Fast forward sixteen years, India’s strategy has proven successful. She now boasts a high-profile clientele, including former President George W. Bush and celebrities such as Mariah Carey, serving individuals with annual incomes exceeding $100 million. This raises the question: what unique value does India offer to clients who are accustomed to having everything?
India emphasizes the importance of personal care and emotional connection in her services. Drawing from her five years of experience as a server, she believes understanding what people want at a fundamental level is crucial. “It’s care. It’s leading from the heart,” she stated.
Sienna Charles features an extensive network comprised of over 2,000 relationships within the hospitality industry, enabling India to create exceptional travel and dining experiences tailored to her clients’ desires. She articulates, “My clients describe their goals, and I interpret and deliver those visions.”
Her mission transcends merely gaining access to elite venues; she aims to curate genuinely enriching experiences. For instance, India does not endorse the renowned French Laundry restaurant because she believes there are more intriguing culinary experiences available, such as those at Single Thread Farms.
Despite her focus on personalized luxury, India’s arrangements often include extraordinary moments, like a candlelight dinner in Versailles or brunch atop the Arc de Triomphe. She also coordinates memorable encounters with influential figures, having organized meals with families like Hermes and Fendi.
Occasionally, clients request simpler comforts. For Bush’s visit to Ethiopia, she ensured he had access to peanut butter and non-alcoholic beer, with local children surprisingly greeted him wearing Texas Rangers baseball caps.
India’s approach is rooted in genuine care for people, extending her inquiries from cab drivers to restaurant staff to provide her clients with authentic and meaningful travel experiences. She believes that luxury isn’t solely about extravagance; it’s about the richness of the experience itself.