Candace Nelson

Candace Nelson was born on May 8, 1974, in Indonesia. She is a graduate of Groton School (class of 1991) and Wesleyan University (class of 1996), and later completed Tante Marie’s Professional Pastry Program in San Francisco. Before pursuing her culinary passion, Nelson and her husband, Charles, worked as investment bankers. Following the dot-com bust, she shifted her focus to pastry making, initially running a custom cake business from her San Francisco home. This entrepreneurial drive led her to co-found Sprinkles Cupcakes with her husband, which opened in Beverly Hills, California, on April 13, 2005. Sprinkles Cupcakes quickly gained recognition as the world’s first cupcake bakery, differentiating itself through premium ingredients and sophisticated flavors. Over time, the company expanded significantly, introducing innovations like cupcake mixes and the Cupcake ATM, a contactless delivery system she conceived after a late-night pregnancy craving.

Nelson’s entrepreneurial journey continued beyond Sprinkles. In 2017, she co-founded Pizzana, a Neo-Neapolitan pizza restaurant chain that has received Michelin Bib Gourmand awards and a Nation’s Restaurant News’ Hot Concept Award. Her expertise extends to media, where she is known for her roles as a judge on “Cupcake Wars,” a competition series syndicated globally, and “Sugar Rush,” which she also executive produced. She expanded her television presence by appearing on “Shark Tank” as a Guest Shark in five episodes, successfully investing in companies such as Gently Soap, Flaus, and Fishwife. Nelson has also been featured on “MasterChef USA,” “The Best Thing I Ever Ate,” “The Chef Show,” and served as a judge on “Throwdown! with Bobby Flay” and “Top Chef Junior.”

Beyond her food businesses and television career, Candace Nelson is an accomplished author and speaker. She is the New York Times Best Seller of “The Sprinkles Baking Book” and the Wall Street Journal Best Seller of “Sweet Success.” She contributes to The Wall Street Journal and Inc Magazine and shares entrepreneurial advice through her Substack newsletter, also titled “Sweet Success,” which boasts 30,000 subscribers. As a sought-after speaker, she has delivered keynote addresses to corporate teams at organizations like Taco Bell, Goldman Sachs, and Northern Trust, as well as at universities such as USC and UT. Nelson is recognized as an entrepreneurial thought leader and content creator, leveraging platforms like TikTok and Instagram to reach millions with her insights. She was also selected for LinkedIn’s Brandlink program, highlighting her as a top voice in the small business sector.