When Jaclyn Sienna India launched Sienna Charles, her exclusive travel concierge service, in 2008, she was determined to create an image of success, even when she had none.
“My husband thought I was making a fool of myself because calls would come in from people saying, ‘I read your article. I’d love to go to Disney,’ or, ‘We’re planning a weekend in New Jersey,’” she recalled. “And I would respond, ‘I’m sorry, we’re too busy; we’re sold out this season with high-net-worth clients.’ But the truth was, I had no clients.”
Now, 16 years later, her strategy of projecting confidence has proven effective. India boasts an impressive roster of clients that includes multiple world leaders, such as former President George W. Bush, and celebrities like Mariah Carey. Her clientele consists primarily of individuals earning over $100 million annually—people who seemingly have access to everything they desire. So what unique offerings does India have that her clients cannot arrange for themselves?
“Although my clients hold more power than I do and know countless people, that alone doesn’t achieve results. It’s about care; it’s about leading with compassion,” she explains. Having worked as a server for five years before starting her business, India understands the importance of human connection. “Paying attention and showing genuine care is essential.”
Sienna Charles has established a vast network of over 2,000 contacts within the hospitality sector, encompassing yachts, hotels, and luxury restaurants. This relationship-building enables India to craft unique travel and dining experiences tailored to her clients’ desires.
“My clients share their aspirations with me, as they often have a vision in mind but lack the tools, time, access, or creativity to bring it to life,” India said. “One of my strengths is deciphering that vision from just a few words and making it happen.”
Her aim is not merely to secure entry into prestigious venues but to ensure that every experience is meaningful. For example, she does not promote the well-known French Laundry in Napa Valley because she feels it lacks excitement. Instead, she champions what she believes to be more innovative options, such as Single Thread Farms.
India emphasizes that her focus lies in delivering bespoke experiences rather than just lavish ones. She has organized unique events, such as a candlelit dinner in Versailles and brunch on the Arc de Triomphe.
“We enjoy pairing meals with encounters with notable personalities,” India elaborated. “We’ve arranged breakfast with the Hermes family and lunch with the Fendi family in Rome.”
However, some client requests are much simpler. During a trip to Ethiopia, she made sure former President Bush had familiar comforts like peanut butter and non-alcoholic beer, and even arranged for him to be welcomed by children wearing Texas Rangers caps.
“I genuinely care about people,” India emphasized. She devotes her day to engaging with everyone she encounters, from taxi drivers to restaurant staff, in pursuit of the best experiences for her clients. “The world encompasses more than just luxury; my clients seek authentic experiences,” she concluded.