When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge, in 2008, she was determined to project confidence despite not yet having any clients.
India recalls the skepticism from her husband, as they received inquiries from potential clients expressing interest in trips to various destinations while, at that time, she had no actual bookings. “I was telling them we’re sold out this season, catering to high-net-worth individuals,” she shared.
Fast forward sixteen years, and her efforts have yielded impressive results. India now caters to a roster of distinguished clients, which includes multiple world leaders and celebrities such as Mariah Carey, all of whom have substantial annual incomes exceeding $100 million. This raises the question: what does India offer that her clients can’t provide for themselves?
According to her, it’s about the personal touch. “My clients may hold greater power and connections, but building relationships isn’t enough to get things done. It’s about care and empathy,” she noted. With five years of experience as a server prior to starting her business, India has a keen understanding of customer needs and values attention to detail as essential in her work.
Sienna Charles holds an extensive “black book” with over 2000 contacts within the hospitality sector, including luxury hotels, yachts, and upscale dining venues. This network allows her to curate unique travel experiences for her high-profile clients.
India describes her role, stating, “My clients articulate their desires clearly because they envision the experience. However, they often lack the tools, time, access, and creativity to realize it.” She considers it a gift to grasp their vision and translate that into reality.
Her aim goes beyond simply granting access to exclusive locations; she focuses on ensuring that each experience is genuinely rewarding. For instance, while she has the capacity to secure reservations at renowned establishments like the French Laundry, she prefers to recommend alternatives that she finds more engaging, such as Single Thread Farms.
India emphasizes providing tailored experiences rather than just luxurious ones, often arranging extraordinary events. For example, she once coordinated a candlelight dinner at Versailles and another occasion where a client enjoyed brunch atop the Arc de Triomphe.
Additionally, she seeks to connect her clients with notable personalities, having organized breakfast with members of the Hermes family and lunch with the Fendi family in Rome.
At times, her clients desire simpler comforts. When former President George W. Bush visited Ethiopia, she made sure he had familiar treats like peanut butter and non-alcoholic beer, and he was welcomed by children wearing Texas Rangers baseball caps.
“I genuinely care about people,” India stated, explaining that her daily interactions with everyone from cab drivers to restaurant staff help her discover the most intriguing options for her clients. “Luxury isn’t the sole focus; it’s about authentic experiences that matter.”