When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she had one goal in mind: to succeed through determination and perseverance.
Reflecting on her early days, she recalled how her husband doubted her ambitions as they received inquiries from potential clients. “Oh, I saw your article. I’d love to go to Disney,” or “We’re going to New Jersey for the weekend,” were common calls. In those moments, she would reply, “Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people,” even though she had no actual clients at the time.
Fast forward sixteen years, and India’s initial strategy of “faking it” has proven successful. Today, her clientele includes prominent figures like former President George W. Bush and celebrities such as Mariah Carey. Her services are tailored for individuals with annual earnings exceeding $100 million, essentially catering to those who already have access to everything. So, what unique offerings does India provide that her affluent clients cannot obtain on their own?
According to India, it is not just about the connections her clients have; it’s about the care and understanding that goes into her service. Drawing from her experience as a server, she emphasizes the importance of understanding her clients’ needs and desires. She states, “Paying attention and caring about those people is paramount.”
Sienna Charles boasts an extensive network, or “black book,” containing over 2,000 contacts in the hospitality industry, including luxury hotels, yachts, and upscale restaurants. This extensive relationship-building allows India to curate exceptional travel and dining experiences for her clients.
“My clients explain what they’re looking to achieve,” she explained. “They just don’t have the tools, the time, the access and the creativity to fulfill that.” India prides herself on her ability to grasp her clients’ visions and turn them into reality with minimal guidance.
Her mission extends beyond simply securing reservations at exclusive venues. India prioritizes ensuring that her clients have fulfilling experiences. For instance, she views dining at the three-Michelin star French Laundry in Napa as less appealing. Instead, she prefers to recommend unique venues, such as Single Thread Farms, which she finds to be more fascinating.
While she aims to provide personalized luxury experiences, India’s offerings often result in extraordinary, one-of-a-kind events. She has organized intimate dinners in remarkable locations, including a candlelight dinner at Versailles and brunch on the Arc de Triomphe.
Additionally, she seeks to connect her clients with notable personalities, arranging breakfasts with the Hermes family and lunches with the Fendi family in Rome. However, she also recognizes that sometimes, her clients have simpler desires. For example, when George W. Bush visited Ethiopia, she made arrangements for familiar comforts like peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers caps.
“I genuinely care about people,” India emphasized. Her day often involves conversations with everyone from taxi drivers to restaurant staff, as she hunts for unique experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”