When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she aimed to create a perception of success even before it was a reality. Early on, she would receive inquiries from potential clients who had read about her services, but at the time, she had no actual clients. To manage these requests, she often claimed that her business was fully booked with high-net-worth individuals.
Fast forward sixteen years, and India’s strategy has truly paid off. She now serves an elite clientele that includes multiple world leaders, such as former President George W. Bush, and celebrities like Mariah Carey. These clients earn over $100 million annually and often have access to the best of everything. So, what unique offerings does India provide that they cannot attain themselves?
India asserts that while her clients are powerful and well-connected, genuine care and attention are what drive results. Drawing from her previous experience as a server, she emphasizes the importance of understanding human nature and the significance of making people feel valued.
Her firm, Sienna Charles, maintains an extensive network of over 2,000 contacts within the hospitality sector, which includes luxury hotels, yachts, and premier dining establishments. This relationship-driven approach allows her to curate extraordinary experiences tailored to her clients’ desires.
India describes her ability to grasp her clients’ visions with minimal information, enabling her to deliver extraordinary results. However, she believes that her role goes beyond simply accessing the trendiest or most exclusive spots. She is committed to providing genuinely worthwhile experiences.
For instance, while many may consider dining at the renowned French Laundry in Napa a highlight, India does not offer it to her clients, favoring more creative culinary experiences instead. She mentions Single Thread Farms as a more interesting alternative.
India places considerable emphasis on creating unique events, like a candlelit dinner at Versailles or brunch on the Arc de Triomphe. She also seeks to connect her clients with prominent figures, having arranged meals with the Hermes and Fendi families in Italy.
However, not all requests are extravagant. For instance, when Bush visited Ethiopia, India ensured he had familiar comforts like peanut butter and non-alcoholic beer, alongside warm welcomes from children wearing Texas Rangers caps.
Her passion for her work manifests in her daily interactions with everyone she meets, from cab drivers to restaurant staff, enabling her to discover the most captivating options for her clientele. India believes the world encompasses much more than luxury; it offers a rich tapestry of authentic experiences that resonate with her clients.