Duliajan, Assam: In an industry where trust is everything, 27-year-old entrepreneur Subham Paul chose a path that many would find difficult—putting ethics before profit.
Coming from a traditional jeweller’s family in Duliajan, Assam, Subham grew up watching his father serve customers through their family-owned jewellery business. Gold and silver jewellery had been the family’s profession for years, and in 2020, Subham decided to join the business with the vision of taking it to the next level.
As part of the expansion, the family introduced natural gemstones to their jewellery business. To assist customers with gemstone recommendations, they hired an astrologer on a commission basis.
However, Subham soon noticed something that troubled him.
According to him, many customers were being advised to wear multiple gemstones, even in situations where they were not genuinely required. The recommendations, he felt, were often influenced by sales commissions rather than the customer’s actual needs.
“What happens inside a jewellery shop reflects on the shop’s reputation,” Subham believes. “If a customer is misled, they don’t blame only the astrologer—they remember the name of the business.”
Rather than depending on external consultants, Subham made a decision that would eventually define his career. He chose to study astrology himself.
His motivation was not only professional. During the same period, he was dealing with personal health challenges and other difficulties in life. In search of answers, he consulted several astrologers. While he acknowledges that astrology is a profound science and that many sincere astrologers dedicate themselves to helping people, he also found that some practitioners appeared more focused on selling gemstones than offering genuine guidance.
That experience strengthened his resolve to learn astrology in depth and offer consultations based on honesty rather than commercial interests.
Over the years, Subham immersed himself in studying astrology, understanding gemstones, and exploring the world of healing crystals. His learning gradually revealed another challenge within the jewellery industry.
Many jewellers are experts in crafting gold and silver ornaments but have limited knowledge of gemstone identification. As a result, they often rely entirely on wholesalers while purchasing gemstones. Unfortunately, this sometimes leads to jewellers unknowingly buying imitation or fake stones and selling them as natural gemstones.
“The biggest loss is suffered by the customer,” says Subham. “The jeweller may not even realise that the stone supplied to them is not genuine.”
With this understanding, he began building two complementary ventures—his family’s Shyam Sundar Sudarshan Gems & Jewellery and MUMS Crystal, a brand dedicated to genuine crystals and natural gemstones.
Beyond selling products, MUMS Crystal focuses on educating both customers and jewellers about gemstone authenticity, crystal quality, and responsible buying practices. The objective, according to Subham, is to create awareness so that people can make informed decisions rather than emotional purchases.
His commitment to ethical consultations has earned the trust of clients from different parts of India. To date, he has personally consulted more than 500 clients, offering astrology guidance while emphasising that gemstones should be recommended only when genuinely necessary.
Subham believes astrology is a lifelong subject that can never be completely mastered.
“Every horoscope teaches something new,” he says. “The learning never stops.”
Today, his mission extends beyond running a successful business. Through honest consultations, genuine gemstones, and continuous education, he hopes to raise ethical standards within the gemstone industry while helping customers make informed choices.
For Subham Paul, success is measured not merely by sales, but by the trust people place in his advice. In an era where quick profits often dominate business decisions, his journey serves as a reminder that integrity remains one of the strongest foundations for long-term success.
