When Jaclyn Sienna India launched Sienna Charles, her luxury travel concierge service, in 2008, she was determined to create an image of success, even as she faced the challenges of starting from scratch.
Reflecting on her early days, India shared with Business Insider that her husband doubted her ambitions as they received inquiries from potential clients who had seen her work. Despite her claim that they were fully booked for high-net-worth individuals, she had no actual clients at the time.
Fast forward sixteen years, and India’s efforts have paid off remarkably. Today, she serves a distinguished clientele that includes high-profile figures, such as former President George W. Bush and celebrities like Mariah Carey. Her client base consists of individuals earning over $100 million annually, who often have access to any luxury experience they desire. So what sets India’s services apart?
According to India, personal connection and genuine care play crucial roles in her work. She believes that while her clients wield considerable influence, it’s not enough to get things done; what truly matters is empathy and understanding. Drawing from her five years of experience as a server, she emphasizes the importance of paying attention to people’s needs.
Sienna Charles is enriched by a vast network of over 2,000 relationships within the hospitality sector, covering everything from yachts to high-end restaurants. This network enables her to craft exceptional travel and dining experiences tailored to her clients’ unique visions.
India explains that her clients often have specific goals in mind but lack the resources or creativity to realize them. Her strength lies in interpreting their desires and bringing those visions to life.
Interestingly, her aim extends beyond merely securing access to exclusive venues. She prioritizes the authenticity of the experiences her clients have. For instance, while some may consider exclusive restaurants like French Laundry in Napa a must-visit, India opts to promote what she regards as more unique culinary experiences, such as Single Thread Farms.
The bespoke nature of her services often results in unparalleled events; she has arranged an unforgettable candlelight dinner in the gardens of Versailles and brunch atop the Arc de Triomphe. Additionally, she aims to integrate meaningful encounters with notable personalities into her offerings. Clients have enjoyed meals with members of the Hermes and Fendi families.
At times, her clients’ preferences lean toward the simpler side. When President Bush visited Ethiopia, India ensured that he felt at home with familiar comforts like peanut butter and non-alcoholic beer, alongside a warm welcome from local children wearing Texas Rangers baseball caps.
India underscores her commitment to understanding people’s genuine needs by interacting with a broad spectrum of individuals, from cab drivers to restaurant workers. She believes that luxury is only part of the equation; her clients also seek authentic and enriching experiences around the world.