When Jaclyn Sienna India established her travel concierge service, Sienna Charles, in 2008, she aimed to project confidence despite starting with no clients. At the time, she would frequently turn down faux requests from potential customers, claiming her services were fully booked, even though she was just beginning her journey.
Fast forward to today, and India has successfully built a client list that includes high-profile figures like former President George W. Bush and celebrity Mariah Carey. Her clientele comprises individuals and families with income exceeding $100 million annually, who often have access to the world. So what unique offerings does India provide that they cannot arrange themselves?
According to India, her service transcends typical concierge duties due to her intrinsic care for her clients. Drawing on her experience as a server, she feels adept at understanding nuanced needs and tailoring experiences accordingly. She believes that relationships are crucial to her business, boasting a comprehensive network of over 2,000 contacts in the hospitality sector, encompassing luxury hotels, yachts, and upscale restaurants.
Her approach involves grasping what her clients envision for their trips, often based on minimal direction. “They can see what they want to achieve but lack the tools, time, or access to realize it,” India states. She prides herself on interpreting clients’ visions and delivering tailored solutions.
Importantly, India emphasizes that her goal isn’t solely to provide access to exclusive locations but to ensure a fulfilling experience. For instance, while she acknowledges the prestige of revered restaurants like French Laundry, she prefers to recommend alternatives that she deems more engaging, such as Single Thread Farms.
Her bespoke events often highlight unique experiences, including a romantic candlelight dinner in Versailles or brunch on the iconic Arc de Triomphe. India also arranges encounters with influential personalities, such as breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Occasionally, her clients request more accessible comforts. For example, when assisting George W. Bush during a visit to Ethiopia, she ensured he had familiar comforts like peanut butter and non-alcoholic beer, along with a warm welcome from local children.
“I genuinely care about people,” India reiterates. She dedicates her time to connecting with everyone from drivers to restaurant staff to uncover the most interesting experiences for her clients. She believes in curating not just luxury but authentic experiences that resonate deeply.