When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge firm, in 2008, she was committed to projecting success despite starting with no clients. At that time, she would often receive inquiries from potential customers, prompting her to claim her services were fully booked with high-net-worth individuals, even though this wasn’t the case.
Fast forward sixteen years, and India’s approach has proven effective. She now boasts a roster that includes numerous high-profile clients, such as former President George W. Bush and singer Mariah Carey. Her clientele typically generates over $100 million annually, encompassing individuals who have the means to access whatever they desire. So what unique offerings does India provide to her exclusive clients?
India emphasizes that while her clients are powerful and have extensive networks, success often comes down to genuine care and personal connection. Drawing from her five years of experience as a server, she understands the importance of attention to detail and nurturing relationships.
Sienna Charles is backed by a vast network that includes more than 2,000 contacts within the hospitality industry, giving India the ability to create exceptional travel and dining experiences. She notes that her clients often have a vision but may lack the necessary resources to realize it. Her skill lies in interpreting their desires and turning them into reality.
However, India’s focus extends beyond simply connecting clients with upscale venues; she aims to ensure that experiences are meaningful and memorable. For instance, she does not promote popular but, in her opinion, overrated dining options, like the French Laundry in Napa, preferring to recommend lesser-known, yet innovative establishments instead.
Her services frequently produce unique experiences, such as arranging a candlelight dinner at Versailles or brunch atop the Arc de Triomphe. India often combines meals with opportunities to meet influential figures, having facilitated breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Sometimes, her clients have more down-to-earth requests. For instance, when Bush visited Ethiopia, India arranged for him to enjoy familiar comforts like peanut butter and non-alcoholic beer, while also ensuring he was welcomed warmly by children wearing Texas Rangers baseball caps.
Ultimately, India highlights her genuine care for people. She dedicates her time to engaging with various individuals, from cab drivers to restaurant staff, to uncover the most intriguing experiences for her clients. Her philosophy is rooted in the belief that luxury is not solely defined by extravagance, but encompasses authentic and worthwhile moments.