Jaclyn Sienna India founded her luxury travel concierge service, Sienna Charles, in 2008 with the mindset of projecting success. Initially, she had no clients but crafted an image that attracted attention. She recalls her husband doubting her when calls came in from people eager to book trips based on her articles. India would respond that they were fully booked, despite having no actual bookings at the time.
Fast forward sixteen years, and her strategy has proven effective. Today, India serves high-profile clients including world leaders and celebrities, all of whom have a net worth exceeding $100 million. Her unique selling proposition lies not in her stature but in her genuine care and understanding of her clients’ needs.
India attributes her success to her background in service, which has equipped her with a deep understanding of people. She emphasizes the importance of attentiveness and emotional connection in her work, stating that it is crucial in meeting client expectations. Sienna Charles boasts an extensive network of over 2000 contacts in the hospitality sector, which allows her to create distinctive travel experiences.
India prides herself on her ability to decode her clients’ desires quickly, delivering tailored experiences they may not have the time or resources to organize themselves. However, she believes that true luxury is not merely about access to exclusive venues. For her, the focus is on providing valuable and genuine experiences.
For instance, while she could easily secure reservations at renowned restaurants, she often opts for lesser-known spots that are more intriguing. She distinguishes between popular establishments and those that align more closely with her clients’ interests.
Her service extends to creating memorable events, such as candlelight dinners in iconic locations and private meals with notable figures. Yet, she also respects the simpler desires of her clientele; when former President George W. Bush visited Ethiopia, she made sure he had familiar comforts, such as peanut butter and non-alcoholic beer, alongside a warm welcome from local children.
India emphasizes that her approach transcends mere luxury, seeking to provide authentic experiences that resonate with her clients. Her daily interactions with everyone from cab drivers to restaurant staff help her discover unique options, ensuring her clients have access to the real, diverse spirit of the destinations they visit.