September 2021 Covergirl: Candace Nelson
It is impossible to miss the signature pink of Sprinkles Cupcakes’ cupcake ATM machines. Seen in the background of many an influencer instagram post, the innovative cupcake ATM is not only the perfect photo op, but the ultimate solution to a late night sweets craving.
Entrepreneur, investor, mother, and baker Candace Nelson began Sprinkles in 2005 with the intention of “elevating” the cupcake. She has done all that and more. In addition to being a successful entrepreneur and the owner of both the Sprinkles and Pizzana franchises, Candace has starred as a judge on hit baking competition shows such as Cupcake Wars and Sugar Rush and a host for the podcast “Live to Eat''. Candace has written articles that have been featured in publications such as the Wall Street Journal and Medium. She has even given a TedX Talk entitled, “Play to Succeed: Let go of Hustle Culture Increase Innovation”. It goes without saying that Candace is a role model to many female entrepreneurs.
In her TedX Talk, Candace told the story of how she first began her career: as a college graduate in the late 1990s working as an analyst at an investment bank. Two years later, she changed paths and began working at an internet startup, a career that quickly came to a halt and caused her to turn to hours of watching Martha Stewart on TV in order to fill her time. Candace says that this posed an opportunity to “finally start doing what I wanted to do instead of what I felt obligated to do”. Candace began to experiment with baking as a hobby, without any expectation of reward. Little did she know, this decision would continue to reward her even in 2021, sixteen years after opening her first location of Sprinkles.
When we asked Candace about the beginnings of Sprinkles, she told us that she “wanted to make something that people could enjoy on a daily basis, but that still felt celebratory…(cupcakes) represented a sense of nostalgia that intrigued me. I set out to reinvent and elevate the cupcake”. In addition to the innovative cupcake dispensing ATMs, Sprinkles ships boxes of cupcakes, pupcakes, and baking mixes nationwide. Sprinkles offers something for every dietary need, including gluten free, vegan, and sugar free options. If there is one thing taht Candace has absolutely mastered in her career, it is excellent customer service. In her Wall Street Journal article, Candace wrote,“I came to understand that when customers share their time, thoughts and energy with you directly, they aren’t always venting–they are giving you a chance to make it right” (Nelson, 2021).
The idea for the 24/7 cupcake ATM began when Candace was pregnant with her first son and experienced late night sugar cravings. She and her husband began thinking of ways to get a cupcake at any hour. Candace reflects on this in her Medium article, advising entrepreneurs to “find a problem and invent a solution. Better yet, don’t go looking for problems, wait for them to happen to you”.
According to the Sprinkles website, the brand “proudly leverages its platform to support the empowerment of women and continuously put their guests first”. The company places value on making an impact in communities as well as standing for justice and equality. Here at H3R, are inspired by Candace’s entrepreneurial drive and unique business story. We hope it motivates and inspires you to do what you truly love to do. In our interview with Candace, she said a misconception about baking is that, “you need fancy equipment to bake. Sure a standard mixer is helpful...but there are plenty of recipes you can make with a little bicep strength, a spoon, and a bowl!”. This same principle can be applied to any hobby you wish to turn into a career or business venture, hard work can go far (as long as you remember to play too)!
By: Samantha Blocher
What was the inspiration behind starting Sprinkles Cupcakes?
Originally, Sprinkles began as a custom cake business. However, I came to realize that special occasion cakes are, by definition, reserved for the infrequent special occasion. I wanted to create something that could be enjoyed on a daily basis but still feel celebratory. At the time, cupcakes were seen as an unsophisticated treat sold at supermarkets. Intrigued by the nostalgia of the cupcake, I set out to reinvent and elevate it. That is when Sprinkles was born.
What has being on shows such as Cupcake Wars and Sugar Rush taught you about baking?
Both shows have truly expanded my mind in the sense that exotic (or even downright scary) ingredients in the hands of a deft baker can make a delicious cupcake. □
Article Credits:
Candace Nelson Instagram: @candacenelson
Candace Nelson Twitter: @sprinklescandac
Sprinkles Instagram: @sprinklescupcakes
Sprinkles Twitter: @sprinkles
Sprinkles Website: www.sprinkles.com
