Ashanty Denies Bankruptcy After Closing 15 Lumiere Outlets, Claims They Were Selling Well Until the End

Kapanlagi.com - Singer Ashanty has just announced the closure of all her cake shops, Lu'miere, which have been operating for six years. This decision was revealed at a press conference on Thursday, July 31, 2025, at the Lu'miere outlet in Radio Dalam, South Jakarta. Ashanty's decision to close 15 Lumiere cake shops simultaneously also sparked speculation that her business was facing a downturn.

However, the stepmother of Aurel Hermansyah firmly denied these rumors and stated that Lumiere was still very much in demand until its last days. Ashanty revealed that one of the heavy reasons for making this decision was that Lumiere had never lacked customers. She even swore that sales across all mall outlets remained high until just before the closure.

Read more about Ashanty in other news at Liputan6.com.

1. Deny that Lumier Business is Bankrupt and Lacks Buyers

Instagram/ashanty_ash

Ashanty emphasized that the closure of these 15 outlets is not due to bankruptcy or a lack of buyers. She asserted that this closure is not because her business is unsuccessful or losing money; on the contrary.

"Alhamdulillah. In fact, this is for Allah, you can ask all my employees, for the past 2 months, everyone who went to Lumier at PIM or at the malls, yes. Basically, we only sell well at the mall, all the malls, we are doing very well, like that," Ashanty revealed in the Pondok Indah area, South Jakarta, Thursday (31/7/2025).

2. Lumiere Sells Well Until the End

Instagram/ashanty_ash

Due to its popularity, customers often run out of their favorite cake variants. This has led to complaints and questions from customers who thought Ashanty was no longer serious about selling. Ashanty recounted how customers responded before Lumiere was closed.

"The response was like this, 'Mom, you’re not serious about selling anymore, right? Why are you only selling leftover crispy puffs and bread and sponge cake?' Like that. 'Mom, you’re not serious anymore, right?' They said that," she shared, mimicking the customers' complaints.

3. Reasons for Not Lowering the Quality of the Cakes Sold

Instagram/ashanty_ash

In fact, the reduction in product variants sold is not due to lack of intent, but rather due to the principle of not wanting to compromise on quality. When the prices of certain raw materials rise, they prefer not to produce the cakes rather than having to replace the ingredients with lower quality ones.

"It's not that I don't have the intent. Some prices, yes, some of them have gone up, and I don't want to change, that's it. That's the point. So I don't sell," they emphasized.

This principle of 'better not to sell than to change quality' has been their guiding principle all along.

4. Remembering the Beginning of Opening L'umiere Store

Instagram/ashanty_ash

The wife of Anang Hermansyah reminisced about how Lumier managed to survive even in difficult times like the COVID-19 pandemic. She explained that throughout its journey from 2019 to 2025, Lumier has consistently shown good sales performance.

"I opened during COVID for 2 months, then I closed for a month because of COVID. When I opened again, people were lining up everywhere. At that time, online sales were also booming," she recalled.

"Basically, from 2019 to 2025, even though the first 3 years might not have been that impressive, in the last 3 years, if people look at Lumier's sales, they think, wow, that's it. Lumier is selling well, that's it. But yeah, that's how it is," concluded Ashanty.

This closure is acknowledged to be purely due to internal issues, not because of a loss-making business. The closure of 15 Lumier outlets impacts around 200 employees. Ashanty admitted that this decision was made with a heavy heart, especially considering the fate of the employees.

5. QnA Closure of L'umiere Ashanty

Why did Ashanty close Lumier? Ashanty closed Lumier due to internal management issues and differences in vision with business partners, not because of bankruptcy. This indicates that the decision to close was not due to pressure from any party.

What is the impact of the closure of the Lumiere outlets on employees? The closure of 15 Lumier outlets impacted around 200 employees. However, management had given notice of the closure two to three months in advance, so many employees had already found new jobs. About 50 employees chose to stay and remain loyal to work with her.

What will Ashanty's next steps be? Ashanty plans to open a new culinary business, which is chicken noodles, to empower the remaining staff. With this step, she hopes to maintain the ideals she has upheld in her culinary business.

(kpl/far/fbi)