When Jaclyn Sienna India launched Sienna Charles, her travel concierge service, in 2008, she was ready to “fake it until she made it.”
Initially, her husband doubted her decision as they received calls from potential clients expressing interest after reading her articles about travel. Despite her claims of being busy with high-net-worth clientele, she had no actual clients at the time.
Fast forward sixteen years, India’s strategy has proven successful. She now serves high-profile clients, including former President George W. Bush and celebrities like Mariah Carey. Sienna Charles caters to an exclusive clientele earning over $100 million annually, a group that seemingly has everything. So, what sets India apart in providing exceptional service to these clients?
According to India, her advantage lies in genuine care and understanding. “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 stated. Her previous experience as a server taught her the importance of understanding people’s desires and paying attention to their needs.
Sienna Charles operates a “black book” featuring over 2,000 connections in the hospitality sector, which includes yachts, hotels, and fine dining establishments. This extensive network allows India to create tailored travel and culinary experiences for her clients.
India noted, “[My clients] are explaining what they’re looking to achieve… They just don’t have the tools, the time, the access and the creativity to be able to fulfill that.” She prides herself on grasping her clients’ visions with minimal input and turning those ideas into reality.
However, India emphasizes that her focus goes beyond simply securing access to luxurious or exclusive venues; her goal is to provide meaningful experiences. For instance, while she has the capability to arrange dining at notable restaurants like the French Laundry in Napa, she prefers alternatives that offer more excitement and uniqueness, such as Single Thread Farms.
Her services often feature extraordinary experiences, including a candlelit dinner in Versailles and brunch atop the Arc de Triomphe. She also enjoys pairing meals with encounters with interesting personalities, having organized breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Occasionally, her clients seek simpler comforts. During a trip to Ethiopia, she ensured President Bush had his preferred peanut butter and non-alcoholic beer, adding a personal touch by having children greet him while wearing Texas Rangers caps.
“I genuinely care about people,” India emphasized, explaining how she actively engages with everyone, from cab drivers to restaurant staff, to discover unique experiences for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and [my clients] want authentic experiences.”