When Jaclyn Sienna India started her travel concierge service, Sienna Charles, in 2008, she adopted an attitude of confidence despite her lack of clients. She recalls how her husband doubted her aspirations as she turned down inquiries from potential customers by claiming her services were fully booked with wealthy clients, even though she had none at the time.
Now, 16 years later, her strategy has proven successful. India has built a clientele that includes several world leaders, such as former President George W. Bush, and high-profile celebrities including Mariah Carey. Her business is exclusively catered to individuals with annual earnings exceeding $100 million, essentially targeting those who seemingly have it all. But what unique offerings does India provide that these affluent clients cannot find elsewhere?
According to India, her approach revolves around genuine care and understanding. She mentions that although her clients wield immense influence and connections, effective outcomes stem from empathy and personal attention. With a background as a server for five years prior to launching her business, she emphasizes the importance of understanding people’s needs.
Sienna Charles is supported by an extensive network of over 2000 relationships within the hospitality sector, including luxury yachts, hotels, and fine dining establishments. This network allows India to craft unique and personalized travel experiences for her clients. She articulates that while her clients might have a vision for their experiences, they often lack the resources and creativity to bring those ideas to fruition. Her talent lies in interpreting their desires and transforming them into reality.
However, India’s mission extends beyond securing reservations at prominent venues; she aims to ensure her clients partake in genuinely memorable experiences. For instance, she expresses her personal opinion that the renowned French Laundry restaurant in Napa is overrated, preferring to offer alternatives that she finds more compelling, such as the experience at Single Thread Farms.
Although she focuses on delivering personalized experiences rather than merely luxury offerings, her services often result in extraordinary occasions. For example, she once organized a candlelit dinner in Versailles and another time arranged for a client to enjoy brunch atop the Arc de Triomphe.
India also highlights the significance of pairing high-caliber dining experiences with encounters featuring noteworthy personalities, having facilitated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
At times, however, her clients’ requests are more straightforward. When arranging for Bush’s trip to Ethiopia, she made sure he had beloved comforts like peanut butter and non-alcoholic beer, and ensured he was welcomed by children wearing Texas Rangers caps.
“My genuine care for people drives my work,” India states. She dedicates her day to engaging with everyone from taxi drivers to restaurant staff to uncover unique experiences for her clients. “Experiences are not solely about luxury or extravagance; they encompass everything, and my clients yearn for authentic connections.”