When Jaclyn Sienna India established her travel concierge service, Sienna Charles, in 2008, she was committed to building her business through determination and creativity, even if it meant starting from scratch.
Despite having no clients at the beginning, she managed to impress potential customers by claiming high demand for her services. Today, after sixteen years of hard work, India serves an elite clientele that includes world leaders and celebrities, many of whom earn over $100 million annually. This raises the question: what unique offerings does she provide that her wealthy clients can’t secure themselves?
India believes its her personal touch that makes the difference. She emphasizes that genuine care and emotional engagement are critical in her service. Her background as a server for five years gives her an understanding of what people desire, which she translates into personalized experiences.
Sienna Charles is supported by a vast network of over 2,000 contacts in the hospitality business, including luxury hotels, yachts, and exclusive restaurants. This extensive relationship-building enables her to create tailored travel and dining experiences that resonate with her clients.
According to India, her role is to translate her clients’ aspirations into reality by providing the tools, time, and access they lack. She prides herself on understanding her clients’ visions and executing them with creativity.
While India focuses on luxurious experiences, her priority is to ensure that her clients enjoy genuinely meaningful moments. She does not simply aim to secure tables at prestigious restaurants; for example, while she could get clients into the renowned French Laundry in Napa, she believes other dining experiences, like those at Single Thread Farms, offer more excitement and interest.
Her efforts have led to unique events, such as arranging a candlelit dinner in the halls of Versailles or brunch on the Arc de Triomphe. India also emphasizes the importance of connecting her clients with notable figures, having organized meals with members of renowned families, including the Hermès and Fendi clans.
However, not every request involves extravagance. For instance, during a trip to Ethiopia, she ensured that former President George W. Bush had familiar comforts like peanut butter and non-alcoholic beer, greeting him with children wearing Texas Rangers caps.
“I genuinely care about people,” India notes, explaining that her daily interactions with various individuals help her uncover intriguing options for her clients. Her approach underscores that luxury is not limited to opulent experiences; it’s about facilitating authentic and fulfilling adventures for her clientele.