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Candace Nelson

Candace Nelson is an Indonesian-born entrepreneur, , , television personality, and , best known for co-founding Sprinkles Cupcakes, the world's first cupcake-only bakery, in 2005, which revolutionized the dessert industry with innovations like the Cupcake ATM. Born on May 8, 1974, in , , Nelson spent much of her childhood as an expat in , including time in , , , and , where she developed an early passion for baking American treats with her mother using recipes from to satisfy cravings unavailable locally. She attended , graduating in 1991, and later earned a in from in 1996, where she also took classes in music and theater. After college, Nelson pursued a career in finance, working as a corporate finance analyst in and later at an company during the dot-com boom, but the 2001 bust left her unemployed and prompted a reflection on life's priorities, leading her to enroll in Tante Marie's Professional Pastry Program in . In 2005, alongside her husband Charles Nelson, she opened the inaugural Sprinkles location in , in a modest 600-square-foot space, focusing on premium, small-batch with bold flavors and sophisticated packaging that elevated the treat from novelty to gourmet staple; the business grew to over 20 stores, 30 Cupcake ATMs across the U.S. and , and served more than 200 million cupcakes by 2012, employing around 1,000 people at its peak before she exited in 2012. Following Sprinkles, Nelson founded Pizzana in 2017, a chain of Neo-Neapolitan pizzerias that has expanded rapidly with locations in and beyond, emphasizing high-quality ingredients and innovative dough techniques. She also established CN2 Ventures in 2020, a and venture studio that invests in early-stage consumer brands. Nelson's media career includes judging over 100 episodes of Food Network's Cupcake Wars starting in 2010, serving as executive producer and judge on Netflix's Sugar Rush in 2018, and co-creating and executive producing Hulu's Best in Dough in 2022; in 2023, she appeared as a guest shark on season 15 of ABC's Shark Tank, evaluating pitches from emerging entrepreneurs. As an author, she released the New York Times bestselling The Sprinkles Baking Book in 2016 and Sweet Success: A Simple Recipe to Turn Your Passion into Profit in 2022, a Wall Street Journal bestseller offering entrepreneurial advice drawn from her experiences; she contributes regularly to the Wall Street Journal on business topics. Nelson resides in Los Angeles with her husband and their two sons.

Early Life and Education

Upbringing in Indonesia

Candace Nelson was born in , , where she spent her infancy before her family relocated to , remaining there until she completed . The family then moved to the for several years, living in and , prior to returning to when her father took a job in , , where Nelson attended elementary school. As part of an expatriate family, much of her childhood unfolded in , including time in , immersing her in a multicultural that included interactions with Australian expatriates. In , Nelson's interest in baking emerged during fifth grade, sparked by cravings for American treats unavailable locally. She and her mother would recreate desserts like brownies, cookies, and cupcakes using a well-worn copy of , sourcing rare ingredients such as and Toll House chips from specialty stores like Toko Ben. These sessions not only satisfied nostalgic yearnings for home flavors—"As a child I wanted to re-create these things I loved that reminded me of "—but also fostered a deep appreciation for the science behind food preparation and strengthened their mother-daughter bond. Her exposure to diverse influences in extended to international desserts; half of her friends were , introducing her to pavlova, which she later adapted in her culinary work. This upbringing, combined with limited access to familiar comforts, laid the foundation for her lifelong passion for American-style sweets. Baking also connected to her family's heritage; her great-grandmother operated a restaurant in during the and gained renown for her distinctive desserts.

Academic Background

Candace Nelson moved from to the to attend high school, enrolling at the prestigious in , from which she graduated in 1991. This transition marked the beginning of her formal education in the U.S., laying the groundwork for her subsequent academic pursuits amid a diverse cultural background. She then pursued higher education at in , where she earned a degree in in 1996. During her time at Wesleyan, Nelson complemented her economics major with coursework in music and theater, which she later credited for developing her creative and analytical skills essential to her entrepreneurial career.

Entry into Professional World

Finance Career

Following her graduation from Wesleyan University in 1996, Candace Nelson entered the finance sector as an analyst in the department of a in the . This role, which she held for approximately two years, involved rigorous and long hours typical of the , providing her with foundational knowledge in and business operations. In the late , amid the boom, Nelson transitioned to a position at a startup, capitalizing on the era's explosive growth in digital ventures. This move aligned with the broader shift toward high-risk, high-reward opportunities in , where she contributed to the fast-paced environment of emerging companies. However, the dot-com bust in resulted in the collapse of her startup and her subsequent job loss, exposing the instability of the sector. The professional setbacks, compounded by personal reflection following the , prompted Nelson to question the long-term viability and personal fulfillment of her career. She later described the experience as a realization that the path she had pursued—driven by expectations of security and success—had failed to deliver either, leading her to pivot toward her longstanding passion for . This dissatisfaction with the number-crunching demands and lack of creative outlet in ultimately guided her decision to enroll in school, marking the end of her tenure around 2001.

Transition to Culinary Arts

After working as an investment banking analyst in and later at an internet company during the dot-com boom, Candace Nelson found herself unemployed following the bubble's burst in the early . The events of September 11, 2001, further prompted a profound reevaluation of her priorities, highlighting the fragility of life and her lack of fulfillment in the financial sector. Drawing on a childhood passion for baking American treats developed during her upbringing abroad, where she baked with her mother using recipes from to satisfy local cravings for unavailable desserts, Nelson decided to pivot toward a . To formalize her skills, Nelson enrolled in the Tante Marie’s Professional Pastry Program in , completing the intensive course that equipped her with techniques. Following her training, she gained practical experience working in the restaurant industry. This hands-on immersion reignited her enthusiasm for , transforming a personal hobby into a viable path. Building on this foundation, Nelson launched a custom business from her home, to events and special orders, which served as a testing ground for her entrepreneurial ideas. This eventually led to the founding of Sprinkles Cupcakes in 2005 with her husband Charles Nelson, marking her full entry into the culinary industry. This transition not only aligned her career with her creative passions but also positioned her at the forefront of the emerging trend.

Business Ventures

Founding Sprinkles Cupcakes

Candace Nelson co-founded Sprinkles Cupcakes with her husband, Charles Nelson, in 2005, establishing the world's first bakery dedicated exclusively to cupcakes. After two years of meticulous planning, including recipe development and site selection, they opened the inaugural location in a compact 600-square-foot space on in . This venture marked a pivotal shift for Nelson, who drew on her childhood passion for baking—honed during her upbringing in and refined through pastry school—to create a centered on premium, small-batch cupcakes using high-quality ingredients like Madagascar Bourbon vanilla and European chocolate. The founding of was driven by Nelson's vision to elevate from occasional treats to everyday indulgences, challenging the dominance of traditional full-service bakeries that often prioritized cakes and pies. Transitioning from a high-pressure career in amid the post-dot-com bust and 9/11 aftermath, Nelson sought a more fulfilling path that aligned with her culinary aspirations; she had already tested the waters through a custom cake business from her home kitchen. The Nelsons innovated the product presentation by applying a smooth, dome-shaped frosting rather than the conventional piped swirls, enhancing both aesthetics and taste while keeping flavors sophisticated yet accessible, such as the signature . Despite facing skepticism from landlords who doubted the viability of a cupcake-only model and industry veterans who viewed it as a fleeting trend, the Beverly Hills outpost quickly gained traction upon opening, drawing long lines of customers and endorsements from celebrities. The Nelsons managed the demanding early operations themselves, working 18-hour days and occasionally sleeping on the bakery floor to keep up with demand. This hands-on approach helped Sprinkles disrupt the sector, igniting a global craze and laying the foundation for innovations like the first in 2009 and the pioneering in 2012, which automated 24/7 sales through a dispensing freshly baked goods.

Launching Pizzana

After successfully selling Sprinkles Cupcakes, Candace Nelson and her husband Charles sought a new culinary venture that aligned with their passion for innovative baking and . Inspired by frequent pizza gatherings at the home of actor , where they encountered Naples-born pizzaiolo Daniele Uditi, the Nelsons recognized an opportunity to elevate in , drawing parallels between the science of and their cupcake expertise. In partnership with Uditi as executive chef and investors and his wife Caroline, the group launched as a neighborhood neo- in , opening its doors in April 2017 at 11712 San Vicente Boulevard. The concept blended traditional techniques with modern influences, featuring slow-fermented dough made from imported flours that underwent a 48-hour rise for enhanced flavor and digestibility. Pizzas were fired longer than classic styles—about two minutes in a wood-fired oven—to achieve a crispier crust, served on plates with built-in grates to maintain texture. Candace Nelson played a pivotal role in the dessert program, infusing Italian-inspired sweets like chocolate olive oil cake and salted caramel to complement the savory menu, while ensuring gluten-free and dairy-free options were available across offerings. The launch emphasized accessibility and quality, positioning Pizzana as a casual full-service spot with house-made sauces, such as amatriciana, and toppings like crispy , quickly earning acclaim for redefining pizza in a city not traditionally known for it. Pizzana has received the Bib Gourmand award for good quality and value, and as of 2025, includes multiple locations in the area, , and .

Establishing CN2 Ventures

In 2020, Candace Nelson, alongside her husband Charles Nelson, established CN2 Ventures as a and venture studio focused on early-stage investments in consumer brands. The firm was launched in , drawing on the couple's entrepreneurial experience from founding Cupcakes in 2005 and Pizzana in 2017, which provided them with deep insights into scaling innovative food and concepts. CN2 Ventures aimed to support bold ideas and strong leaders in turning nascent concepts into high-impact consumer companies, particularly in sectors like , , and health. The Nelsons sought to raise $25 million for CN2 Ventures' debut fund, positioning it as a vehicle to back underrepresented founders, including women-led startups, while leveraging their operational expertise to actively build and advise portfolio companies. This venture studio model allowed for hands-on involvement beyond traditional funding, reflecting Candace Nelson's transition from direct business operation to strategic investment in the consumer space. The firm's establishment marked a pivotal shift for Nelson, enabling her to diversify beyond her core ventures while fostering innovation in areas aligned with her passion for experiential consumer products. Since its inception, CN2 Ventures has built a portfolio of startups, emphasizing sustainable growth and market disruption in the consumer sector, though specific investment details remain selectively disclosed to highlight representative successes rather than exhaustive lists.

Media and Entertainment Career

Television Roles

Candace Nelson has established a prominent presence in television through her expertise as a and entrepreneur, primarily serving as a judge and producer in competitive and culinary shows. Her on-screen roles began with her judging position on the Food Network's , where she evaluated contestants' creations alongside fellow judge Florian Bellanger for over 100 episodes from 2010 to 2017. In 2018, Nelson expanded her television portfolio as a on Netflix's Sugar Rush, co-judging with across three seasons through 2020, including the holiday spin-off Sugar Rush Christmas. The series featured teams competing in high-pressure baking challenges, with Nelson providing critiques on flavor, presentation, and innovation in desserts. She also served as a for the show, contributing to its format and production. Nelson's television involvement extended to ABC's in season 15 (2023–2024), where she appeared as a recurring guest shark in multiple episodes, including the premiere (episode 1), mid-season (episode 10), and finale (episode 22). Drawing from her business experience with Sprinkles Cupcakes and Pizzana, she evaluated pitches from entrepreneurs in the food and consumer goods sectors. Additionally, Nelson made a guest judging appearance on Fox's during season 10 in 2019, specifically in episode 15, where she assessed contestants' desserts in an elimination challenge focused on precision and flavor balance. In 2025, Nelson joined as a judge on Fox's holiday baking competition series Next Level Baker, premiering December 4, 2025, alongside and , where professional, social media, and home bakers compete for $25,000 and a HexClad prize package. As a and co-creator, Nelson developed Hulu's Best in Dough in , a pizza competition series hosted by Wells Adams that pitted dough experts against each other for prizes and recognition, aligning with her ventures in the pizza industry.

Authorship

Candace Nelson is the author of two notable books that reflect her expertise in and . Her debut publication, The Baking Book: 100 Secret Recipes from Candace's Kitchen, was released on October 25, 2016, by Grand Central Life & Style. The book features over 100 dessert recipes, including 50 signature Cupcakes such as and exclusive creations like , alongside personal favorites like cakes, pies, and cookies, drawing from her experiences as the founder of Cupcakes. It achieved Times bestseller status, highlighting its popularity among home bakers and fans of her . Nelson's second book, Sweet Success: A Simple Recipe to Turn Your Passion into Profit, published on November 8, 2022, by Leadership, shifts focus to business advice. Drawing from her journey founding and subsequent ventures, the 240-page guide outlines practical steps for aspiring entrepreneurs to transform hobbies into profitable enterprises, emphasizing creativity, innovation, and resilience. Endorsed by figures like , it became a Wall Street Journal bestseller, underscoring its influence in entrepreneurial literature.

Public Speaking

Candace Nelson is a highly sought-after , delivering talks on , brand building, , and , often drawing from her experiences founding Sprinkles Cupcakes and Pizzana. Her presentations emphasize turning passion into profitable ventures, fostering resilience in business, and cultivating loyal customer bases through creative problem-solving. Nelson's speaking style is narrative-driven, incorporating personal anecdotes from her transition from to culinary to illustrate key lessons, as seen in her discussions on scaling innovative food concepts. One of her notable early engagements was a keynote at Talks at Google on December 20, 2022, where she promoted her book Sweet Success: A Simple Recipe to Turn Your Passion into Profit, sharing insights on building into a that sold over 200 million and pioneered the ATM. In May 2023, Nelson delivered the keynote address at the Greater Reading Chamber Alliance's 110th Annual Dinner, focusing on entrepreneurial and to an of over 800 attendees. She continued her speaking circuit with the Nelson Rusche Distinguished Lecture at on March 26, 2024, where she discussed her career trajectory and lessons in turning culinary ideas into scalable enterprises. In 2024, Nelson keynoted the CREATE conference for emerging restaurateurs in Nashville from 9-11, engaging in a conversation with Nation's News editor-in-chief Sam Oches about her journey from to founding multiple food brands. Later in 2024, she spoke at the Tate Lecture Series in , Visa’s She’s Next Summit in , and Reese Witherspoon’s Shine Away Conference in , sharing insights on and brand building. These engagements highlight Nelson's role in inspiring diverse audiences, from corporate leaders to aspiring business owners, with practical advice on embracing challenges and driving industry disruption.

Personal Life

Marriage and Family

Candace Nelson is married to Charles Nelson, her longtime business partner and co-founder of Cupcakes, which they co-founded in 2005. The couple, who both previously worked in , transitioned together into the culinary industry during the early dot-com bust. After more than two decades of marriage, Nelson and her husband share two sons. The family resides in Los Angeles, California, along with their Norwich terrier, Willy, and has chosen to keep details about their children private to shield them from public attention.

Life in Los Angeles

Candace Nelson resides in Los Angeles with her husband, Charles Nelson, their two sons, and their Norwich terrier, Willy. The family home, located in the city, features an open-layout kitchen equipped with high-end Gaggenau appliances, including a Vario Gas cooktop and a 400 series oven, designed to serve as a versatile space for recipe testing, family cooking, and entertaining. This setup reflects Los Angeles's emphasis on indoor-outdoor living, fostering closeness among family members who often bake together, such as preparing fudge brownies from Nelson's Sprinkles Cupcakes cookbook. The home underwent a renovation led by designer Sara Story, incorporating fresh, playful, and timeless interiors to create a welcoming environment. Nelson's daily routine in begins around 7:30 a.m., after prioritizing eight hours of sleep, tracked via her Oura ring. She starts with hydration using water and electrolytes, followed by coffee blended with and nut milk, while setting daily intentions and practicing gratitude. Mornings often involve driving one of her sons to school and preparing for , though weekends may include treats like gluten-free Fonuts from a local . dynamics include her husband handling for the boys, with evenings dedicated to shared dinners where everyone discusses their day. Nelson emphasizes work-life balance by attending her sons' sports events, cheering them on as a supportive . To spark creativity and maintain well-being, Nelson incorporates outdoor activities into her lifestyle, such as power walks through her neighborhood to soak in the sunshine or barefoot grounding on grass for mental reset. She frequents local farmers' markets and enjoys the city's vibrant urban energy, which she describes as an "urban jungle" that inspires her entrepreneurial pursuits. Midday routines often feature or sessions with a , underscoring her commitment to fitness amid a busy schedule. These habits highlight how Nelson has woven the laid-back yet dynamic essence of into her personal rhythm, balancing family, health, and inspiration.

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