New Delhi, Jan. 16 -- Planning to propose to your girlfriend of five years? Here's an idea: Take her to one of the ritziest hotels in one of the ritziest places on earth-maybe Courchevel-and then one afternoon while she's enjoying a cosy cup of hot chocolate after skiing pop the question with a five-carat diamond ring.

Don't worry if you don't have the time to organize the surprise trip. Zoya, the ultra-luxury jewellery brand from Tata-owned Titan Company (Tata has other jewellery brands as well, including Tanishq, CaratLane, and Mia), can help.

The 15-year-old brand, which has nine stores across the country, is trying a different trick to build a customer base: don't just "sell" products but curate hyper-personalized private experience...