When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she aimed to succeed by projecting confidence, despite having no clients initially.
In the years since, her carefully curated approach has been validated as her clientele now includes notable figures, such as former President George W. Bush and celebrities like Mariah Carey. Her services target individuals generating over $100 million annually—clients who already possess a wealth of options. So, what sets India apart in a market where her clients are already influential and resourceful?
India emphasizes the importance of personalized service and emotional connection over mere prestige. With five years of experience as a server prior to starting her business, she has honed her ability to understand people’s motivations and desires, which she believes is essential in her field.
Sienna Charles maintains an extensive network of over 2,000 contacts within the hospitality industry, which allows India to create distinct travel and dining experiences tailored to her clients’ visions. She acknowledges their ambitions but also highlights their lack of time and resources to bring those ideas to fruition. Her skill lies in interpreting their desires and materializing them.
Beyond merely securing reservations at exclusive locations, India’s priority is to ensure that her clients’ experiences are meaningful. For instance, she opts not to recommend the famed French Laundry in Napa, considering it lacks excitement in comparison to what she believes is more innovative, such as the dining experience at Single Thread Farms.
India often crafts unique events for her clients, from organizing a candlelit dinner in Versailles to hosting a brunch on the Arc de Triomphe. She enjoys blending culinary experiences with opportunities to meet prominent individuals, having arranged breakfast with the Hermes family and lunch with the Fendi family in Rome.
Occasionally, her clients request simpler comforts. For Bush’s trip to Ethiopia, she provided him with familiar snacks like peanut butter and non-alcoholic beer, and ensured he was welcomed by children wearing Texas Rangers baseball caps.
India underscores her commitment to authentic experiences, connecting with everyone from cab drivers to restaurant staff to uncover unique options for her clients. She believes that true luxury extends beyond opulence to encompass genuine, memorable experiences.