When Jaclyn Sienna India established her travel concierge service, Sienna Charles, in 2008, she was committed to projecting confidence even without a solid client base. Initially met with skepticism, her early days included fielding calls from potential clients looking to plan trips, which she adeptly turned down by claiming a fully booked schedule catering to high-net-worth individuals, despite lacking any actual clients.
Fast forward sixteen years, and India has achieved significant success, serving international leaders and high-profile celebrities, including former President George W. Bush and singer Mariah Carey. Her clientele generally earns more than $100 million annually, which raises the question of what unique services she offers to individuals who seemingly have access to everything.
India emphasizes the importance of personal connection and attention to detail. She notes that although her clients hold considerable power and resources, achieving their desires often requires a deep understanding and a caring approach. Having spent five years as a server before launching her boutique, she leverages her relational skills to tap into the needs and desires of her clients.
Sienna Charles is built on a vast network, boasting over 2,000 industry contacts in hospitality, including exclusive hotels, upscale restaurants, and yacht services. By cultivating these connections, India curates personalized travel and dining experiences that meet her clients’ unique visions.
Despite her clients’ wealth, India aims to create meaningful experiences rather than simply glamorous ones. For instance, she avoids promoting the Michelin-starred French Laundry, favoring what she considers more captivating alternatives. Her service often results in extraordinary outings, such as a candlelit dinner at Versailles or a brunch atop the Arc de Triomphe.
Moreover, India integrates personal interactions with renowned figures into her experiences, facilitating breakfasts with the Hermes family and lunches with Fendi family members in Rome.
Occasionally, her clients express simpler requests. When Bush visited Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer while he was welcomed by local children wearing Texas Rangers baseball caps.
India’s genuine investment in people is evident in her approach. By engaging with various individuals throughout her day, from cab drivers to restaurant staff, she seeks out authentic experiences for her clientele. She believes that luxury is not solely defined by opulence and that her clients appreciate genuine interactions and memorable moments.