When Jaclyn Sienna India launched her boutique travel concierge, Sienna Charles, in 2008, she relied on a strategy of confidence and bravado.
“My husband thought I was the dumbest person in the world because we would get calls from people saying, ‘Oh, I saw your article. I’d love to go to Disney,’ or, ‘We’re going to New Jersey for the weekend,’” she recounted. “And 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.”
Fast forward sixteen years, and India has built a successful business catering to a clientele that includes world leaders and celebrities such as Mariah Carey. Her clients are individuals with annual incomes exceeding $100 million, a demographic that seemingly has it all. What, then, does India offer that they cannot secure for themselves?
“My clients are way more powerful than me; they know so many people. But that’s not what gets things done. It’s care. It’s leading from the heart,” she explains. Drawing on her experience as a server for five years, she emphasizes the importance of understanding people’s needs. “Paying attention and caring about those people is paramount.”
Sienna Charles features an extensive “black book” filled with over 2,000 relationships within the hospitality sector, including yachts, hotels, and high-end restaurants. This network allows India to craft exceptional travel and dining experiences tailored to her clients’ desires.
“[My clients] are explaining what they want to achieve because they already see it. They just lack the tools, time, access, and creativity to make it happen,” India noted. “One of my gifts has been understanding that vision with only a few words and then delivering that to them.”
Her aim is not only to secure access to the most luxurious venues but also to ensure that the experiences are meaningful. For instance, she feels that the well-known French Laundry in Napa does not excite her, saying, “So I don’t sell it.” Instead, she believes the offerings at Single Thread Farms nearby are far more interesting.
India emphasizes that her focus lies in providing the best personalized experiences rather than merely the most extravagant ones. In her portfolio of unique events, she has organized a candlelight dinner in Versailles and brunch on the Arc de Triomphe for her clients.
“We also like to pair meals with meetings featuring notable figures,” India said, highlighting past interactions like breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients’ preferences are more straightforward. When former President George W. Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer. Additionally, he was welcomed by children dressed in Texas Rangers baseball caps.
“I genuinely care about people,” India stated. She engages with a variety of individuals daily, from cab drivers to restaurant staff, all in pursuit of unique opportunities for her clients. “The world is not just luxury. It’s not just fancy experiences. It’s everything, and [my clients] want authentic experiences.”