When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was focused on projecting an image of success despite having no clients. She recalled how her husband would question her decisions as prospective clients reached out for trips to Disney or weekend getaways, only for her to respond that she was too busy catering to high-net-worth individuals—clients she did not yet have.
Fast forward sixteen years, and India’s strategy has proven successful. She now serves a roster of high-profile clients, including world leaders and celebrities like Mariah Carey, catering to those who earn over $100 million annually. Her clientele typically already has everything, so the question arises: what unique offerings does India provide that they cannot secure themselves?
India emphasizes that while her clients may wield considerable influence, true success in her line of work comes from genuine care and attention. Her background as a server has equipped her with the ability to understand and connect with people deeply, which she considers essential in her role.
Sienna Charles has established an extensive network of over 2,000 contacts within the hospitality sector, encompassing yachts, luxury hotels, and fine dining establishments. This network allows India to craft exclusive travel and culinary experiences tailored to her clients’ desires.
She elaborates that her clients often have a vision for their ideal experiences but lack the resources or creativity to realize it. India prides herself on her talent in grasping their intentions and delivering tailored solutions.
While she aims to provide memorable and exclusive experiences rather than just luxurious ones, India’s recommendations do not always align with the most renowned venues. For example, while she acknowledges the prestige of the three-Michelin star French Laundry restaurant in Napa, she often suggests what she perceives as more engaging options, like Single Thread Farms.
India’s bespoke services can create extraordinary events, such as arranging a candlelit dinner in Versailles or a brunch atop the Arc de Triomphe. She also organizes interactions with notable figures, coordinating meals with families like the Hermès in France or the Fendi in Rome.
However, her approach can also be surprisingly straightforward when clients seek comfort. When former President Bush visited Ethiopia, India ensured he had familiar items like peanut butter and non-alcoholic beer, along with a warm welcome from local children wearing Texas Rangers baseball caps.
India concludes by emphasizing her commitment to providing authentic experiences rather than just luxury. She actively engages with various people around her, from drivers to restaurant staff, to discover the most intriguing options for her clients, highlighting that true experiences encompass all aspects of life.