Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008 with a determination to project success even before it materialized. In the early days, despite receiving inquiries from potential clients referencing her articles, she often told them she was fully booked for the season, even though she had no clients at the time.
Fast forward sixteen years, and her strategy has proved successful. India now services high-profile clients, including world leaders like former President George W. Bush and celebrities such as Mariah Carey. Her clientele typically earns over $100 million annually, meaning they already possess substantial resources. So, what sets India apart in serving this exclusive group?
According to India, the key lies in personal attention and genuine care. Drawing from her experience as a server, she emphasizes understanding what makes people tick. “It’s care. It’s leading from the heart,” she asserts, underlining her commitment to her clients.
Her business has developed an extensive network, featuring more than 2,000 contacts within the hospitality sector, including top-tier hotels, restaurants, and yacht services. This network allows her to create bespoke travel experiences that her clients may not be able to access on their own.
India explains that while her clients often have a vision for their experiences, they might lack the time and resources to execute it. Her skill is in capturing that vision succinctly and bringing it to life.
Importantly, her goal isn’t merely to offer her clients the most luxurious options, but to ensure that their experiences are enriching and valuable. For instance, while she could easily secure reservations at esteemed restaurants like French Laundry, she opts instead to highlight experiences she finds more compelling, such as dining at Single Thread Farms.
Her focus on offering unique and memorable events has led to remarkable experiences for her clients. Examples include orchestrating a candlelight dinner in Versailles and a brunch atop the Arc de Triomphe.
India also emphasizes authenticity, often incorporating unique interactions with notable figures into her services. Past experiences have included breakfast meetings with the Hermes family and lunch with the Fendi family in Rome.
At times, her clients’ requests are straightforward. For Bush’s trip to Ethiopia, she ensured he had familiar comforts, like peanut butter and non-alcoholic beer, and arranged for children wearing Texas Rangers baseball caps to greet him.
India’s approach reflects her belief that luxury is not solely about opulence, but rather about genuine, authentic experiences that resonate on a personal level. She enjoys engaging with everyone she encounters throughout her day, from cab drivers to restaurant staff, to uncover interesting opportunities for her clients.