#WCW: Candace Nelson, Sprinkles Cupcakes

4 December 2019

I’m a sugar fanatic. I’d eat gluten-free Sprinkles red velvet cupcakes (or Magnolia’s) 24/7 if I could. I try and limit dessert to the weekends which never works, so you can probably find me at the Sprinkles ATM in Beverly Hills with my best friend Alix on any given weeknight. Recently I had the chance to try Pizzana, a pizza spot that has hit LA with raving reviews with my other best friend, Daniella. I walked away understanding the rave. The brains behind both Sprinkles & Pizzana is former investment banker Candace Nelson. She also hosts a show on Netflix called “Sugar Rush” because she’s obviously not busy enough! Thanks for chatting with me and inspiring my sweet tooth, Candace!

Candace Nelson

A: How did you come up with the name Sprinkles?

C: It just came to me! “Sprinkles” evokes joy and playfulness. And it’s memorable.

A: Is there a specific flavor that is your absolute favorite? How did that flavor become a cupcake?

C: I like simplicity done well. As a result, Sprinkles flavors are mostly classic flavors. My favorites are the dark chocolate and banana. If banana sounds like an odd choice, then I urge you to give Sprinkles banana cupcake a try! It’s something special!

A: What more do you hope to accomplish with Sprinkles? You are already at the top!

C: We are continuing to expand our Sprinkles Cupcakes ATMs in various markets. Look for them in airports and other on-to-go locations!

A: What made you transition from Cupcakes to Pizza with Pizzana? Which I also recently tried with my friend Daniella, and fell in love with.

C: I love elevating foods. When I tried Daniele Uditi’s pizza for the first time, I just knew we could make something special together. Fast forward to several years later, we have two locations and are growing fast!

A: Being a judge on Netflix Shows such as “Cupcake Wars” and “Sugar Rush”, what do you look for in a contestant and their baking?

C: I love to be surprised! Surprise me with bold flavors, interesting textures and imaginative design!

A: You were a former investment banker before you started Sprinkles. What advice would you give entrepreneurs who are looking to raise capital for their company?

C: If you can start small and use cash flow to grow while keeping control of your business, that is the ideal – not raising money. That said, if you have to raise money, go out to friends and family first because they are the people closest to you who believe in you and your idea.