When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge, in 2008, she was determined to project confidence even when she had no clients.
“My husband thought I was fooling myself because we would receive inquiries from people saying, ‘I saw your article, I want to go to Disney,’ or, ‘We’re heading to New Jersey for the weekend.’ I would respond, ‘I’m sorry, we’re fully booked this season with high-net-worth clients,’ even though I didn’t have any clients at all,” she recounted.
Fast forward sixteen years, and India’s perseverance has paid off. She now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. Her services cater to individuals earning over $100 million annually—those who often have access to anything they want. So what unique offerings does India bring to the table for her already privileged clients?
“The people I serve are significantly more influential than I am and have extensive networks. However, it’s not just connections that matter. It’s about genuine care and emotional engagement,” she stated. Having spent five years as a server before starting her company, India understands the nuances of client needs, emphasizing that attention and empathy are crucial.
Sienna Charles boasts an extensive network with over 2,000 connections across the hospitality sector, including yachts, hotels, and fine dining establishments. This relationship-building has enabled her to create bespoke travel and dining experiences for her clientele.
“My clients articulate their goals, as they have a vision of what they want but lack the resources, time, or creativity to achieve it,” India shared. “I have a knack for grasping that vision quickly and translating it into reality.”
Her mission extends beyond merely securing access to extravagant venues; she is committed to ensuring that the experiences are truly meaningful. For instance, while she is capable of arranging reservations at prestigious spots like French Laundry in Napa Valley, she has opted not to promote it, believing that alternatives, such as the offerings at Single Thread Farms, are more intriguing.
India emphasizes that her focus is on delivering unique individual experiences rather than just luxurious ones. She has orchestrated unforgettable moments, such as candlelit dinners at Versailles and brunches atop the Arc de Triomphe.
“We also like to combine meals with opportunities to meet fascinating personalities,” India noted. “We’ve arranged breakfast with the Hermes family and lunch with the Fendi family in Rome.”
At times, her clients’ wishes are surprisingly simple. For example, when President Bush visited Ethiopia, she made sure he had familiar comforts like peanut butter and non-alcoholic beer, and arranged for children in Texas Rangers caps to welcome him.
“I have a genuine concern for people,” India explained. She invests time connecting with everyone from cab drivers to restaurant staff to discover the best options for her clients. “Luxury is not the entirety of the world; true richness lies in authentic experiences.”