Candace Nelson was an investment banker who got laid off during the dot-com bust and thought, "I guess I'll open a cupcake shop." And somehow that turned into one of the most iconic bakery brands in the country.
She founded Sprinkles Cupcakes in 2005 with her husband Charles in Beverly Hills. This was before the cupcake craze really hit, and Sprinkles was a huge part of starting it. The concept was simple: high quality ingredients, clean minimalist design, and flavors that actually tasted like something. Lines out the door became normal. They even invented the Cupcake ATM, which is exactly what it sounds like. A machine on the side of the building that dispenses cupcakes 24/7.
Before the cupcake life, Nelson went to Wesleyan University and studied sociology, then went into banking. After the layoff she enrolled in Tante Marie's pastry program in San Francisco and never looked back. She's also co-founded Pizzana, a well-regarded Neo-Neapolitan pizza spot in LA, and judged on Food Network's Cupcake Wars. She wrote The Sprinkles Baking Book too.
On Shark Tank she joined as a guest shark and brings a food and retail perspective that's grounded in real experience. She's built physical locations, dealt with supply chains, managed staff, and figured out how to make a premium product feel accessible. When a food entrepreneur walks in, she knows exactly which questions to ask because she's been through all of it.
A few highlights:
- Founded Sprinkles Cupcakes in 2005, helping launch the gourmet cupcake trend
- Invented the world's first Cupcake ATM
- Co-founded Pizzana, a popular LA pizzeria
- Judge on Food Network's Cupcake Wars