Sprinkles

Sprinkles Cupcakes is an upscale bakery chain that fundamentally changed how consumers think about cupcakes. Founded in 2005 by Candace Nelson and her husband Charles in Beverly Hills, California, the company pioneered the concept of a cupcake-focused bakery at a time when no such retail format existed. Before opening their doors, the Nelsons spent two years perfecting recipes and developing the brand identity, including designing the modern dot sprinkle that would become synonymous with the company.

Candace Nelson's path to founding Sprinkles was unconventional. After losing her job during the 2001 dot-com bust and processing the emotional weight of 9/11, she identified baking as her true passion and decided to build a business around it. Rather than follow traditional retail playbooks, Nelson attended hundreds of parties with business cards and cupcake samples, generating customer demand before the first physical location ever opened. This grassroots strategy proved remarkably effective. When Sprinkles opened in Beverly Hills, the store sold out on day one.

As of November 2025, Sprinkles operates as a specialty bakery concept focused exclusively on premium cupcakes across multiple markets. The company has expanded from its original Beverly Hills location to establish itself as a destination bakery in major metropolitan areas and premium shopping destinations, including notable presence at Disney Springs. The brand has maintained selective expansion focused on location quality and brand integrity rather than pursuing aggressive unit growth. Over nearly two decades, Sprinkles has demonstrated staying power in a market that initially appeared trend-driven, proving that niche positioning and product excellence can sustain a retail concept through multiple market cycles.

The company's real estate strategy emphasizes high-traffic, upscale retail environments. Sprinkles locations are typically smaller-format bakeries designed for quick transactions and takeaway, with careful attention to aesthetic presentation and in-store experience. The brand has garnered significant media attention over the years, including multiple television programs that elevated its profile and contributed to the broader cupcake trend that emerged in the mid-2000s. For commercial real estate professionals, Sprinkles represents a successful specialty retail model demonstrating that premium, category-focused formats can thrive within the broader food service landscape.