When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was committed to projecting confidence until she could establish her business.
Recalling her early days, she shared that her husband doubted her approach as they received inquiries from potential clients who had seen her articles expressing interest in trips to places like Disney or New Jersey. “I was like, ‘Oh, I’m sorry, we’re so busy, we’re really sold out this season with high-net-worth people.’ But I had no clients,” she admitted.
Fast forward sixteen years, and her strategy has proven effective. India now serves numerous high-profile clients, including world leaders and celebrities such as Mariah Carey, catering exclusively to those with an annual income exceeding $100 million. This raises the question: what unique value does India offer to individuals who already have it all?
“I think the key is care. I was a server for five years before starting this business, which helps me understand what truly resonates with people. It’s crucial to pay attention and genuinely care about clients,” she explained.
Sienna Charles boasts a robust network of over 2,000 connections within the hospitality sector, including luxury yachts, hotels, and upscale restaurants. This network empowers India to create distinctive travel and dining experiences tailored to her clients’ aspirations.
“My clients often have a clear vision of what they want to achieve but lack the time, tools, or creativity to realize it. One of my strengths is capturing their vision through just a few words and turning that vision into reality,” she said.
India emphasizes that her mission transcends mere access to opulent venues. She aims to ensure that her clients’ experiences are meaningful and memorable.
“I don’t find French Laundry in Napa particularly exciting, so I don’t promote it. While we could easily secure a reservation, I believe the offerings at Single Thread Farms nearby are much more intriguing,” she remarked.
Her focus is to provide personalized and unique experiences, rather than just luxurious ones. For instance, she has organized a candlelit dinner in Versailles and brunch on the Arc de Triomphe.
“We also enjoy connecting our clients with fascinating personalities,” she noted, citing past breakfast meetings with the Hermes family and lunches with the Fendi family in Rome as examples.
At times, her clients seek simpler comforts. During George W. Bush’s trip to Ethiopia, she ensured his access to familiar items like peanut butter and non-alcoholic beer, while also arranging a warm welcome that included children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India said, underlining that her day involves conversations with diverse individuals, from cab drivers to restaurant staff, to uncover the most interesting options for her clientele. “Luxury is just one aspect; my clients also desire authentic experiences that capture the essence of the world.”