Sprinkles co-founder Candace Nelson shares business tips in her new book. PHOTO BY DANE DEANER
The co-founder of Sprinkles cupcakes, partner at Pizzana and entrepreneur who invests in emerging companies discusses her new book, Sweet Success: A Simple Recipe to Turn Your Passion into Profit (now out from HarperCollins Leadership), and the Michelin Bib Gourmand-awarded pizza brand’s new branch in Silver Lake.
What inspired you to leave your career in the finance and internet worlds? I was working at an internet company when the tech bubble burst in 2000, and had to completely rethink my career when I lost my job. I’d always loved baking, so, on a whim, I decided to shift gears and attend pastry school.
Why do you think Sprinkles, originally a 600-square-foot bakery in Beverly Hills, became so successful? Initially, people thought we were crazy for opening a cupcake-only bakery—the first of its kind—during the heyday of the low-carb craze in Los Angeles. … I saw it as an opportunity to perfect this singular item through impeccable ingredients, striking presentation and memorable packaging. Cupcakes are a nostalgic item for people and by elevating it, we captured a broad audience that spanned from children to adults who loved indulging their inner child through a chic treat.
What needs in the L.A. market did you recognize that prompted you to co-found Pizzana (pizzana.com)? My husband and business partner, Charles, and I have always been pizza enthusiasts, seeking out the best pizza places whenever we traveled. … What really inspired us to open our first Pizzana was meeting Daniele Uditi, our Naples-born master pizzaiolo and executive chef. We took one bite of Daniele’s pizza at a backyard party our Pizzana partners Chris and Caroline O’Donnell were hosting at their home, and knew that it was something special.
How have you grown that brand, and what can we expect from the newest location opening in Silver Lake in January? We opened our first Pizzana in Brentwood in 2017. … Our second location opened two years later in West Hollywood, and then we opened Sherman Oaks this past summer. We have three new locations—including our first outside California, in Dallas!—opening over the next few months. … Our Silver Lake location is our first Pizzana on the East Side and will have indoor and outdoor seating, to-go, and a great beverage program with wine, beer and cocktails.
What will readers be surprised to learn from your new book, Sweet Success? One of the most important things I’ve personally learned is that anyone can create something exceptional and there isn’t a certain road map that entrepreneurs follow to achieve their success. People are surprised when I tell them that I was a mediocre high school student who received my fair share of time in detention. I want my readers to walk away feeling empowered with the knowledge that truly anyone can be an entrepreneur—the essential ingredient is a great idea that you can’t stop obsessing over.
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