When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she focused on creating an impressive facade until she could establish a solid reputation.
At the time, she had no clients to speak of, yet she would tell potential customers that she was overwhelmed with bookings from affluent clients. Now, 16 years later, her hard work and strategy have paid off significantly. India’s client list includes notable figures such as former President George W. Bush and singer Mariah Carey. Her services cater to individuals with annual earnings exceeding $100 million, who often have access to everything they might desire. So, what unique offerings does India bring to these high-profile clients?
India explains, “My clients are significantly more powerful than I am and have extensive networks. But that influence alone doesn’t accomplish tasks. It’s about care and providing a personal touch.” Her experience as a server for five years has given her a profound understanding of customer needs, highlighting the importance of attentiveness and empathy in her service.
Sienna Charles has cultivated an extensive network, boasting relationships with over 2,000 contacts in the hospitality sector, including luxury hotels, yachts, and high-end restaurants. This networking skill allows her to create exceptional travel and dining experiences uniquely tailored for her clientele.
“Our clients articulate their desires, but they often lack the time, resources, or creativity to realize their vision,” India noted. “One of my strengths is translating their vague ideas into concrete experiences.”
However, India’s mission extends beyond simply securing access to exclusive venues; she prioritizes the quality and authenticity of the experience. She remarked, “I don’t think highly-rated restaurants like French Laundry are particularly thrilling, so I don’t recommend them. Instead, I find venues that offer more intriguing experiences.”
Her commitment to crafting unique outings has led to memorable events for her clients, such as a candlelit dinner in Versailles and brunch on the Arc de Triomphe. Additionally, India frequently arranges interactions with influential figures, including a breakfast with the Hermes family and a lunch with the Fendi family in Rome.
At times, her clients request simpler comforts, as seen when Bush visited Ethiopia. She made sure he had familiar comforts like peanut butter and non-alcoholic beer, and arranged for local children to greet him wearing Texas Rangers caps.
“I genuinely care about people,” India states. She dedicates her time to engaging with everyone, from cab drivers to restaurant staff, in search of unique and authentic experiences for her clients. “The world encompasses more than just luxury; it’s about genuine connections, and my clients appreciate that authenticity.”