When Jaclyn Sienna India launched Sienna Charles, her boutique travel concierge service, in 2008, she was committed to projecting confidence while building her business.
Initially, she faced skepticism from those around her, including her husband, as she would receive calls from potential clients interested in destinations like Disney or New Jersey, responding, “We’re so busy, we’re really sold out this season with high-net-worth people,” despite having no clients at the time.
Fast forward sixteen years, and India’s strategy has proven successful. She now counts numerous influential figures among her clientele, including former President George W. Bush and celebrities like Mariah Carey. India specializes in serving clients with annual incomes exceeding $100 million, a demographic that already possesses much of what they desire.
So, what does India offer that her clients can’t accomplish themselves? According to her, it is the personal touch and dedication to understanding her clients’ needs. “My clients are more powerful than me, but that’s not what gets things done. It’s care. It’s leading from the heart,” she stated, emphasizing her background as a server, which taught her the importance of catering to individual desires.
Sienna Charles is renowned for its extensive network, or “black book,” which includes over 2,000 connections across the hospitality sector, from luxury hotels to gourmet restaurants. This expansive network allows her to create extraordinary travel and dining experiences for her clients.
India noted that her clients often have a vision but lack the means to realize it fully. “One of my gifts has been understanding that vision with only a few words, and then delivering that to them,” she remarked.
Her philosophy prioritizes meaningful experiences over mere luxury, often leading her to bypass popular high-end venues in favor of those she finds more engaging. For instance, she believes the offerings at Single Thread Farms in California are more fascinating than the acclaimed French Laundry, which she does not promote.
The unique experiences she arranges for her clients are often breathtaking. She has coordinated candlelight dinners at Versailles and brunch on the Arc de Triomphe. India also emphasizes connecting her clients with remarkable individuals, mentioning past breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, however, her clients seek simpler comforts. When Bush visited Ethiopia, she ensured he had his favorite snacks, including peanut butter and non-alcoholic beer, alongside a warm welcome from children in Texas Rangers caps.
“I genuinely care about people,” India explained. She dedicates her time to engaging with everyone from taxi drivers to restaurant staff to uncover the most unique options for her clients. “The world is not just luxury. The world is not just fancy experiences. It’s everything, and my clients want authentic experiences.”