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Candace Nelson, Co-Founder of Sprinkles Cupcakes and Pizzana, reinvented the cupcake... and she's going to tell us her recipe for sweet success! Candace recounts how she quit her investment banking job to start the world's first cupcake shop, and why nobody thought something like that could succeed (especially during the low-carb craze!). She gives us a lesson in creating a brand versus a product, how to price yourself in a competitive market, and why betting on yourself isn't as hard as it sounds. She also describes how she knew it was time to move onto her next big idea, and Robin and Candace chat about pizza, television, and investing! This is one of our sweetest episodes yet!


Candace Nelson:

Candace Nelson is a wildly successful entrepreneur known for co-founding Sprinkles, the world’s first cupcake bakery and ATM, and most recently, Pizzana, a fast-growing chain of award-winning Neo-Neapolitan pizzerias. She continues to expand her portfolio of investments with CN2 Ventures, a family office and venture studio which invests in early stage consumer companies. Candace is also a regular contributor to the Wall Street Journal, author of the New York Times Best Seller “The Sprinkles Baking Book,” co-creator and executive producer of Hulu’s upcoming “Best in Dough”, executive producer and judge on Netflix’s “Sugar Rush” and judge on 100 + episodes of Food Network’s hit show “Cupcake Wars”. She lives in Los Angeles with her husband, two sons, and Norwich terrier, Willy.


Episode Resources:

Candace on IG:

Candace's Book:

Candace's Website:

Sprinkles Cupcakes:


Best in Dough:

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