When Jaclyn Sienna India established Sienna Charles, her travel concierge firm, in 2008, she aimed to succeed through determination and creativity. Despite lacking clients at the time, she would frequently receive inquiries from people who had read her articles. To maintain her image as a successful business owner, she would tell them that her services were fully booked with high-net-worth clients.
Now, sixteen years later, her strategy has proven effective. India serves an elite clientele, including high-profile figures like former President George W. Bush and celebrities such as Mariah Carey. Her clients typically have an annual income exceeding $100 million, leading many to wonder what unique services she can offer that they cannot access themselves.
India believes that true success lies in her ability to connect on a personal level. With experience as a server for five years, she understands the nuances of human interaction and emphasizes the importance of caring for her clients. India has built a vast network of over 2,000 contacts within the hospitality industry, allowing her to orchestrate exceptional travel and dining experiences.
She notes that while her clients are influential, they often lack the time or creativity to realize their aspirations. Her talent lies in interpreting their desires and delivering tailored experiences based on her understanding.
India prioritizes creating meaningful experiences rather than simply securing reservations at luxurious venues. For example, while she could easily arrange a table at the renowned French Laundry in Napa Valley, she prefers to direct her clients towards what she finds more exciting, such as Single Thread Farms, which she feels offers a superior experience.
Her work ranges from organizing exclusive events, such as a candlelit dinner in Versailles to brunch atop the Arc de Triomphe. She also arranges meetings with prominent figures, including breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, her clients may seek comfort in simpler pleasures. When arranging travel for George W. Bush in Ethiopia, she made sure he had familiar items like peanut butter and non-alcoholic beer, while also arranging for local children to greet him wearing Texas Rangers baseball caps.
India underscores her genuine care for people and dedicates time to connect with everyone, from taxi drivers to restaurant staff, to discover the most intriguing options for her clients. She believes that authentic experiences extend beyond luxury, encompassing a broad spectrum of meaningful encounters.