When Jaclyn Sienna India launched her travel concierge service, Sienna Charles, in 2008, her initial strategy was to project confidence even without actual clients.
“My husband thought I was crazy when calls started coming in from people interested in travel plans,” she recalled. “I would tell them, ‘Sorry, we’re booked this season with high-net-worth clients,’ despite having none at the time.”
Fast forward sixteen years, and India has built a reputation that attracts high-profile individuals including former President George W. Bush and celebrities like Mariah Carey. Now, her clientele comprises individuals who earn over $100 million annually, a group that already has access to most luxuries. So, what does India offer that her clients cannot secure themselves?
“Many of my clients are more influential than I am and have extensive networks,” she said. “But that doesn’t always lead to results. What makes a difference is genuine care and leading from the heart. My experience as a server taught me how to understand people’s needs, and that level of attentiveness is crucial.”
Sienna Charles has developed an extensive network, often referred to as a “black book,” containing over 2,000 contacts in the hospitality sector, including hotels, yachts, and high-end restaurants. These relationships enable India to craft unique travel and dining experiences for her clients.
“My clients have a vision of what they want to accomplish, but often lack the time, resources, and creativity to achieve it,” she noted. “One of my talents is capturing that vision from just a few words and bringing it to life.”
India emphasizes that her aim goes beyond simply providing access to exclusive locations; she strives to ensure that each experience is genuinely meaningful.
“For instance, I don’t find French Laundry in Napa particularly exciting, so I don’t recommend it,” she explained. “While I could arrange for clients to dine there, I believe the offerings at Single Thread Farms nearby are far more intriguing.”
Her commitment to providing personalized experiences leads to unforgettable moments. She once organized a candlelight dinner in Versailles and another time arranged brunch on the Arc de Triomphe.
“Sometimes, my clients appreciate simpler comforts,” she added. For example, when Bush visited Ethiopia, she ensured he had his preferred peanut butter and non-alcoholic beer, and was welcomed by children in Texas Rangers caps.
“I truly care about people,” India stated. Her day-to-day interactions, from chatting with taxi drivers to dining staff, help her discover unique options for her clients. “Life is about more than just luxury; it’s about authentic experiences, and my clients seek that diversity.”