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

Candace Nelson Youtube

Sprinkles Instagram: @sprinklescupcakes

Sprinkles Twitter: @sprinkles

Sprinkles Website: www.sprinkles.com