Au revoir, Eiffel Tower. We’re in the era of the curated proposal

Mumbai-based Keshav Arya, founder of Pure Luxe Club, specialises in the art of multi-generational travel. His roster of UHNWI clientele have engaged his services to curate everything from honeymoons and family vacations to milestone birthday trips. With an eye on a millennial and Gen Z clientele, Arya built a luxury vertical amidst the existing travel company founded by his parents. The USPs are manifold, and they combine the heavy lifting of research with true insider access. Want to visit Vatican City before it’s open to the public? Done! Seats at the Ferrari paddock for the Grand Prix in Monza? Check! How about that impossible reservation at the Pizza bar at the Mandarin Hotel in Tokyo? They’ll create special seating at the perpetually booked-out restaurant for you.

Amidst the miscellany of customised offerings, sometime in 2019, a curious request to craft a wedding proposal popped up. “I still remember the first time a call for this came in, my mother answered the phone and asked the prospective groom: ‘Okay, since you aren’t married yet, should I book one room or two?’ I quickly took over the conversation,” he laughs.

Despite the elaborate planning that traditional Indian weddings entail, proposal trips have largely been a relatively unheard-of concept—a day trip to Lonavala and back or any other accessible location was the norm. As perspectives shifted, a two-day proposal trip within the country became more commonplace. Arya’s first proposal project took place at the Raj Mahal Palace in Jaipur—an intimate setup by the poolside amidst candlelight and local folk artists. Over the years, these curations have become more niche, straying away from done and dusted locations, with couples seeking one-of-a-kind experiences that more closely mirror their tastes and personalities.

The royal treatment

“Before the curated proposal became a thing, couples were looking at typical decor. It all looked very templated. Today, they want an immersive experience that not only makes for a core memory but is also original. So, we pick a location with intention, which forms a picture-perfect background in itself, without the bells and whistles,” Arya shares. 

He organised one such proposal for businessman Aditya Shah and his partner Sanchi Bohra, an educational consultant, in the thick of the COVID-19 pandemic. Bohra was swept away on a surprise trip, the location only revealed when she arrived at the airport kitted in a PPE suit and face shield, with a bag packed by her sister. A short flight later, they arrived at Amanbagh in Ajabgarh, the decadent location feeling like an alternative reality. “There was attention to detail from the outset. We were treated to breakfast baskets on the ride to the hotel. Our suite was decorated with flowers and had photo frames with our favourite pictures. And we had a private butler on call,” shares Bohra.

Later that evening, she was blindfolded and escorted by a chaperone to a scenic spot ensconced in the forest, the majestic Aravallis in the backdrop. A pathway illuminated with oil lamps and over 500 candles led her to an ancient chattri perched in an ocean of mustard flowers. “Aditya proposed to me in this rustic, earthy wonderland. The special moment was followed by artisanal cocktails, and we were served a seven-course Rajasthani thali dinner, a nod to my Marwari heritage.

There was a photographer and videographer to capture these vignettes, and when we returned to the hotel they had constructed a special gazebo and decorated the plunge pool so the celebrations could continue. It was all very thoughtful.”

Into the wild

In recent times, the proposal trip has become even more elaborate, going international and often turning into a week-long affair of activities before culminating in the big-question moment. Young couples are trading in stereotypical Eiffel Tower propositions for offbeat locales that reflect their shared interests.

For Mumbai-based entrepreneur couple Rahul Vohra and Saanya Sharma, a love for nature propelled a proposal in Maasai Mara’s Mahali Mzuri, a boutique luxury safari camp located in the private Olare Motorogi Conservancy.

“Most kids grew up watching The Lion King and soaked in the fantastical expanse of the African plains, and I often wondered and wished what it would be like to experience that in real life. I wanted to start this journey being close to our roots—it’s where my partner and I feel free and most connected to ourselves,” shares Vohra.

Arya collaborated closely with the hotel to curate a proposal that felt true to the couple’s identities. After a few morning game drives, as they basked in the joy of seeing a full pride of lions, Vohra and Sharma were escorted to a picnic set up in the middle of the fields, under the quiet shade of the trees. As they savoured a glass of wine, Vohra popped the question, as the jeep driver endearingly captured photographs of the moment “I wanted to amplify this moment with true cultural immersion, so, after the proposal I organised a visit to a neighbouring village, where they were invited to be a part of the Adamu, a Maasai ceremony, a symbolic celebration of love. The couple were draped in traditional African shukas, or blankets—an auspicious start to the new chapter,” recalls Arya.

Three flights later

In Arya’s line of work, there is no one-size-fits-all formula. While some parties come in with a set brief, others take months of brainstorming and elimination to arrive at something that truly fits. A fairly common ask of late is scouting an under-the-radar location untouched by commercial tourism and social media exposure. How does Arya discover these places?

Arya and his team attend half a dozen tradeshows every year, building a global network of agents that regularly liaise with intel, but a majority of the ideas come from his own travels. “Today, it’s all about hyper exclusivity, and the best way to curate this for somebody else is by having the experience myself. So, whether it’s about identifying special reserves in Botswana that are speckled with no more than 10 tents over 1,00,000 acres or a luxury yacht trip to the Komodo islands that takes you to a secret cove to dive with manta rays followed by a private dining experience on a pink-sand beach, or trekking with gorillas in Rwanda, the pursuit is to constantly find these hidden gems.”

His magnum-opus proposal to date took place at Nihi Sumba, a remote island in Indonesia, earlier this year. Dubai-based entrepreneur Karan Sud approached Arya looking for a concept that wasn’t just for the optics but also held true meaning for his partner, Amreen Sandhu, a Mumbai-based fashion designer. “Amreen has fond memories of horse-riding lessons as a child, and it’s been her aspiration to resume those in her adult life, but she hadn’t found the ideal opportunity. I wanted the proposal to speak to her inner child. After rounds of research we chanced upon Sumba, a rare equine retreat located on the western coast of Sumba Island in eastern Indonesia,” shares Sud.

Despite the logistical challenges, the couple arrived at the luxury resort laced with turquoise waters and sweeping acres of lush forest land. The week was spent taking horse-riding lessons following the special philosophy of equine wellness, where guests are invited to spiritually bond with the Sumbanese-habituated horses, the interactions guided by wisdom over command. A few sea-facing spa treatments and ikat-weaving classes later, the day finally arrived.

After a serene riding lesson at sunset, Sandhu was escorted to a setup on the beach with flickering candles, and as Sud went down on one knee, a herd of horses galloped in the background against the dimming sun, creating a moment that was equal parts cinematic and emotional.

“Everything felt curated without being choreographed,” shares Sandhu. “It honestly felt like he distilled my personality into an experience. The meaning of what I love wasn’t just included in the moment, it was built around it. I’m someone who is drawn to quiet elegance and emotional symbolism. There were no floral arches—just rolling waves, rustling palms, and the soft thud of hooves on wet sand.”